"People who play Xbox love Xbox,"
"It has a ton of meaning for them and so changing it is hard."
"We listen really intently to our players across all channels," she says. "We also marry that with how players are actually behaving...What choices are you making, what games are you playing, how are you investing, what are your hours of play? And that really helps direct what we're doing."
Sarah Bond became Xbox president in 2023 and inherited a 25-year-old brand identity marked by deep player loyalty and scrutiny. Xbox treats community passion as actionable insight rather than a problem, combining sentiment from multiple channels with real behavioral data about game choices, play hours, and spending. That data-driven, player-centric approach is steering product priorities and feature development. The company is shifting from a primarily console-centered model toward a broader service-driven ecosystem that meets players where they are, using examples like cross-platform initiatives to respond to changing player habits and preferences.
Read at Fortune
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