Windows Central Insider
Xbox is Microsoft's gaming division. Launched in 2001 with the original Xbox console (presented by Bill Gates and The Rock, no less), the division has gone through multiple permutations on its journey to its current form. Originally envisioned as a device that could bring Windows to the living room, Xbox eventually competed more directly with PlayStation targeting core gamers.
Xbox had solid success in the United States and other English-speaking markets, buoyed by heavy hitters like Halo and Forza, alongside various heavy hitting third-party exclusive titles. Microsoft's Xbox is responsible for various gaming innovations that are now commonplace. Online live infrastructure, "games as a service" titles, subscription services, and cloud-first business models owe at least something to initiatives spearheaded by Microsoft (for better or worse).
In 2013, Microsoft's push to turn Xbox into a digital-first entertainment center saw widespread pushback from the gaming community. Despite predicting trends that are now commonplace, the way Microsoft positioned Xbox back then has seen it struggle to regain the relevance it once enjoyed as a brand in a universe of increased competition from other platforms, in addition to always-on forms of entertainment and smartphone-delivered social media algorithms.
As Xbox enters its 25th year, Microsoft is once again reinventing what Xbox is with its new approach, doubling down on Windows' openness, and returning to the original vision of Windows gaming in the living room. It'll be fun to see how it pans out.
Essential Xbox reading
Latest about Xbox
Why Xbox is considering the role of "ads" on console — and why it's more than simple "greed"
Xbox Even before the current memory crisis and various other crises, the volume of players spending literally *nothing* on consoles like Xbox and PlayStation is increasing. When you're selling hardware at a loss, that's a problem.
PowerA shows off a first look at a wild new Xbox controller for Microsoft Flight Simulator
Gaming The collaboration with Meridian GMT looks wild, and that big ol' Xbox button makes us smile.
A new report suggests that Microsoft restructuring Xbox is "on the table"
Xbox A new report suggests Microsoft is considering restructuring Xbox, and also wants to "move faster" with new Halo, Fallout, and The Elder Scrolls games.
Xbox fans rally against Shift Up for 'Stellar Blade' — which is now exclusively NOT on Xbox Series X|S
Xbox Popular hack n' slash Stellar Blade just got announced for Nintendo Switch, freeing it from PS5 console exclusivity. Xbox fans have something to say about it.
Inside Xbox's margin crush: Explaining why Xbox needs to be "reset"
Xbox Microsoft's gaming division is facing a margin crisis, although not in a vacuum. The entire industry is struggling to figure out a healthy path forward in a universe where memory has become scarce.
Xbox's CSO considers using ads to "offer more affordable alternatives" for experiences
Xbox Xbox's chief strategist is considering ads that might help "keep our products affordable" and "fund outstanding work from our development teams."
Xbox reaffirms its commitment to console even as it plans to "get better" at PC, mobile
Xbox While Microsoft and Xbox plan to explore other platforms, it says it needs to "shore up the platform we have," and vows it won't "move away" from consoles.
Xbox admits it is struggling to explain why players should choose its console
XBOX Xbox says exclusives are part of a bigger effort to give players a clear reason to choose its hardware and ecosystem.
