Internal earthquake in Xbox: relief after Sarah Bond’s departure and controversy over “Everything is an Xbox

Internal sources speak of "relief" and criticize the "Xbox anywhere" strategy.

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A new report published by The Verge reveals that Sarah Bond’s departure from Microsoft Gaming was not met with surprise within the company. According to the outlet, several internal sources describe a sense of “relief” following her exit, in a context marked by strategic disagreements.

The report points directly to two key elements of her tenure: the push for the concept of “Xbox everywhere” and the advertising campaign “This is an Xbox”, which were not well received by everyone on the team.

“This is an Xbox” allegedly generated internal unrest

According to the information, the vision to expand Xbox beyond the traditional console (prioritizing PC, cloud, and external devices) was an initiative driven by Bond. Although the strategy aimed to strengthen the brand as an ecosystem and not just as hardware, it allegedly created divisions internally.

The “This is an Xbox” campaign, also conceived under her leadership, “offended” part of the team according to the cited sources. Some employees interpreted the message as a departure from the brand’s historical identity and its connection to the console.

These revelations come amidst a transition in the leadership of Microsoft Gaming and at a time when the company must clearly define the direction of Xbox for the next few years. With new leadership at the helm, it remains to be seen whether the strategy will be maintained or if a more traditional, console-focused approach will be adopted.