It seems that Microsoft's expectations have not been met.
According to sources for The Information, in 2021, Microsoft CEO Satya Nadella considered shutting down the Xbox brand due to poor performance. However, he instead approved a new strategy based on large-scale acquisitions, which allowed Xbox to acquire assets such as Bethesda and Activision Blizzard.
Xbox's problems in the current generation began with low sales of Xbox Series consoles and the poor success of games from internal studios. In addition, the expectations for the growth of Xbox Game Pass subscribers have not been met: by the beginning of 2025, fewer than 40 million users (about 34 million) have subscribed, while the target was 100 million by 2030.
Microsoft has bet on large-scale investments and the integration of third-party games into Game Pass, but this strategy has also faced difficulties. Major studios and publishers have often turned down the company's offers, and further expansion of the audience has been questioned due to the weak start of the Xbox Series.
According to journalists, Xbox exclusives may soon become available on PlayStation, and Microsoft plans to expand its subscription service to third-party devices. However, the future of the brand remains uncertain, and the company will have to find new ways to strengthen its position in the market.
According to sources for The Information, in 2021, Microsoft CEO Satya Nadella considered shutting down the Xbox brand due to poor performance. However, he instead approved a new strategy based on large-scale acquisitions, which allowed Xbox to acquire assets such as Bethesda and Activision Blizzard.
Xbox's problems in the current generation began with low sales of Xbox Series consoles and the poor success of games from internal studios. In addition, the expectations for the growth of Xbox Game Pass subscribers have not been met: by the beginning of 2025, fewer than 40 million users (about 34 million) have subscribed, while the target was 100 million by 2030.
Microsoft has bet on large-scale investments and the integration of third-party games into Game Pass, but this strategy has also faced difficulties. Major studios and publishers have often turned down the company's offers, and further expansion of the audience has been questioned due to the weak start of the Xbox Series.
According to journalists, Xbox exclusives may soon become available on PlayStation, and Microsoft plans to expand its subscription service to third-party devices. However, the future of the brand remains uncertain, and the company will have to find new ways to strengthen its position in the market.
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