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This message was just sent to Team Xbox employees globally.<\/em><\/p>\n Dear team,<\/p>\n Xbox has always been different.<\/p>\n We started with a simple idea.\u00a0Games should bring people together through shared experiences.\u00a0That led to the first Xbox in 2001, Xbox Live in 2002, and new ways to connect, from friends lists and achievements to parties and play across devices. Today, Xbox reaches over 500 million players around the world, with some of the most important franchises in entertainment.<\/p>\n From the beginning, Xbox was built by people willing to try things\u00a0that\u00a0others\u00a0wouldn\u2019t. We placed a consumer bet inside an enterprise company because we believed gaming would define the living room, and we were at risk of missing it.<\/p>\n That spirit has carried us through the last 25\u00a0years,\u00a0and\u00a0it\u00a0is\u00a0required\u00a0to\u00a0carry us forward.\u00a0<\/p>\n Players are\u00a0frustrated.<\/p>\n New feature\u00a0drops\u00a0on\u00a0console\u00a0have\u00a0been\u00a0less frequent.\u00a0Our presence on PC\u00a0isn\u2019t\u00a0strong enough. Pricing is getting harder for people to keep up with. And core experiences like search, discovery,\u00a0social,\u00a0and personalization still feel too fragmented. Developers and publishers are asking for more,\u00a0too: better tools, better insights, and a platform that helps them grow\u00a0faster.<\/p>\n At the same time, a new generation of players is coming online with different expectations.\u00a0Their time is split across games, media, and everything else competing for attention. They expect more content in familiar places, want to shape the worlds they play in, and want to\u00a0create\u00a0and socialize\u00a0together, not just play together.<\/p>\n These changes are happening as the industry reshapes around us.\u00a0Console\u00a0remains\u00a0large and stable.\u00a0Windows\u00a0now\u00a0represents\u00a0more players and more hours and is increasingly where competition is most intense. Players have access to more games than ever, even as the cost and time to build blockbuster titles continues to rise, putting pressure on what gets made and how risk is taken.\u00a0Some of the biggest recent hits are coming from small teams or even single creators, and\u00a0places\u00a0like Roblox<\/em> are producing experiences that rival major franchises\u00a0in\u00a0scale. More players are also choosing subscriptions and services as their primary way to play, with expectations set around instant access, ongoing value, and libraries that evolve continuously.<\/p>\n The industry is becoming global and\u00a0competitive.\u00a0More than half of the\u00a0market\u2019s\u00a0revenue, players, and growth are happening outside of our core markets.\u00a0But\u00a0the rest\u00a0of\u00a0the world\u00a0is not just a large market. Developers there are increasingly competing with the most established Western studios, combining scale, speed, and a willingness to reinvent genres many once considered mature.<\/p>\n The model that got us here\u00a0won\u2019t\u00a0be the one that takes us forward.<\/p>\n What does Xbox become in this\u00a0next era?<\/p>\n Xbox\u00a0will be\u00a0where the world plays and creates<\/strong>.\u00a0We\u00a0will build a\u00a0global platform that connects players and creators everywhere. Console is at the\u00a0foundation, delivering a premium experience, and cloud brings that experience to any device. You can play where you want, and your games, progress, friends, and identity stay with you across console, PC, mobile, and cloud.<\/p>\n Xbox\u00a0will be\u00a0built to be affordable, personal, and open. We\u00a0will\u00a0offer flexible pricing so\u00a0it\u2019s\u00a0easy to get started and keep playing. The experience\u00a0will\u00a0adapt to you,\u00a0letting you customize how you play,\u00a0helping you find what\u00a0you\u2019ll\u00a0love,\u00a0and connecting you with\u00a0the right people.\u00a0And we\u00a0will be\u00a0open to all creators, from individuals to the largest studios, giving anyone the tools to reach a global audience and keep their games\u00a0growing\u00a0over time.<\/p>\n Our new north star\u00a0will be\u00a0daily active players.<\/p>\n We will execute this through four priorities:\u00a0hardware, content, experience, and services.<\/p>\n Hardware<\/strong><\/p>\n Content\u00a0<\/strong><\/p>\n Experience<\/strong><\/p>\n Services<\/strong><\/p>\nWe\u00a0have work to do<\/strong><\/h2>\n
Xbox will be where the world plays<\/strong><\/h2>\n
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