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Xbox is attempting a reinvention in an era of Microsoft dysfunction
Xbox isn’t entering this year’s showcase season on a high note. Microsoft hasn’t earned itself much good will in recent years: It’s only recently started to question its strategic vision of simply shoving Copilot everywhere it can. After buying out a considerable portion of the games industry, it has little to show for it beyond widespread layoffs, studio closures, and project cancellations.
And as a result of the company’s partnership with the Israeli military amidst its continuing genocidal campaign in Palestine—a partnership that has provoked public scrutiny, internal protest, and executive firings—Microsoft and its gaming products remain prominent targets of the Boycott, Divestment, Sanctions movement.
Following Phil Spencer’s departure in February, new Xbox CEO Asha Sharma has said Microsoft’s gaming division will pursue “a renewed commitment to Xbox.” Theoretically, this summer’s showcase will offer our first sense of what we’re meant to expect from that recommitment.