Xbox, as a brand, is the healthiest it has been in many years. After the tumultuous launch of the Xbox One, the platform holder has been realigning its strategies and, at the same time, moving in bold new directions.
Under the leadership of Phil Spencer, the company has pioneered Xbox Game Pass, a Netflix-like subscription service that offers a large library of games for a relatively low subscription fee. It has been a success, at least in the perception around it and the genuine value it offers its customers.
Game Pass, along with its expansion to PC, a cloud gaming service in xCloud (now incorporated into Game Pass Ultimate), efforts to improve accessibility, and meaningful changes to the Xbox One experience have allowed Xbox to turn a stumble into a steady jog towards success. Now, however, with the launch of two new consoles, it feels like it’s about to break into a sprint.
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