"Pick your lane and stick to it": Former Blizzard president says it's "tough to see Xbox confused" amid "this is an Xbox" branding: "They have to figure out what needs to change... and fast"

News
By published

Meanwhile, one of Microsoft Game Studios' earliest producers thinks "Xbox hardware is dead"

Photo of the new Xbox handheld, the ROG Xbox Ally X
(Image credit: Xbox)

Microsoft's Xbox strategy as of late has the likes of Blizzard's former president and one of Microsoft Game Studios' first employees joining the chorus of confusion around the Xbox brand.

The Xbox Series X-era of Microsoft has been one of the weirdest. After kicking things off with buying Bethesda, and what felt like a never-ending Microsoft Activision deal, Xbox decided to go all-in on forgoing exclusives almost-entirely, with previously unthinkable titles like Gears of War and Forza Horizon 5 coming to PlayStation consoles. This was swiftly followed by the "this is an Xbox" strategy and the Xbox branded Asus ROG Ally X – the ROG Xbox Ally – which sure makes it feel like Microsoft is planning to leave the console game – even if it isn't.

Scott McCrae
Scott McCrae
Contributor

Scott has been freelancing for over three years across a number of different gaming publications, first appearing on GamesRadar+ in 2024. He has also written for the likes of PC Gamer, Eurogamer, VG247, Play, TechRadar, and others. He's typically rambling about Metal Gear Solid, God Hand, or any other PS2-era titles that rarely (if ever) get sequels.

You must confirm your public display name before commenting

Please logout and then login again, you will then be prompted to enter your display name.