Seamus Blackley, creator of the first Xbox, claims the brand is not dead

The so-called "father of Xbox" responds to rumors about the future of the company.

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In the midst of the debate about the brand’s direction, Seamus Blackley has sought to put any doubts to rest. After being asked repeatedly if he believed Xbox was “dead”, his response was brief and decisive: “No.”

The designer, a key figure in the launch of the original Xbox in 2001, reacted to an article that questioned the current state of the division. Blackley acknowledged that it pains him to see the brand going through tough times, but defended that progress requires introspection and realism.

The father of Xbox shows confidence in the future

Beyond the headline, his message was emotional. He assured that he deeply loves Xbox and that learning, although painful, is part of any business evolution. His words come at a time of strategic changes and debate about the brand’s identity.

Seamus Blackley was one of the key drivers of the original Xbox project within Microsoft in the late 1990s. An engineer and designer, he led the team that convinced the company to enter the console market and was directly involved in the development and launch of the first Xbox in 2001, laying the foundations for the brand as we know it today. Due to his decisive role in that process, many consider him the “father of Xbox”.

Although opinions about Xbox’s present continue to be divided, for the person who helped put it on the map over two decades ago, the brand is still alive and capable of reinventing itself.