As Gamescom 2018 continues to bombard the gaming world with the latest trailers and announcements, Aaron Greenberg, the Marketing General Manager for Microsoft's Xbox division, sat down with DualShockers to talk about the company's commitment to improving its first-party lineup and continued efforts to build relationships with Japanese developers.
On the topic of first-party titles, Microsoft made waves earlier in 2018, when it announced that it was adding five new studios to its portfolio in a bid to bolster its first-party offerings. That signaled that the Xbox team was getting serious about reacting to player feedback, and it's only the start. In speaking with DualShockers, Greenberg stressed that the company is focused on stepping up to the plate when it comes to growing its content.
Looking forward, Microsoft is leaning on these studios to bring more diversity to its lineup, and more single-player experiences are a part of that plan.
One area where Xbox has been a little weak this generation is attracting third-party titles from Japan. However, Greenberg says the Xbox team is stepping things up there as well, highlighting the time Microsoft gave to Japanese games on stage at E3 and Xbox lead Phil Spencer's engagement with Japanese developers.
These renewed efforts across Xbox come as gaming is becoming an increasingly important part of Microsoft's business strategy. Phil Spencer now reports directly to Microsoft CEO Satya Nadella after his promotion to the company's senior leadership team last year. And in recent quarters, the Xbox division has seen impressive gains in revenue.
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