Microsoft’s CEO, Satya Nadella, has declared the company’s goal to transform the Xbox fan experience, primarily through the innovative use of Game Pass and Cloud Gaming. Due to Game Pass’ remarkable success, Xbox is expanding its reach, aiming to make its games accessible on an even wider array of devices, which aligns perfectly with its “This is an Xbox” advertising campaign. Despite this broadening focus, Xbox reassures fans that it remains dedicated to the console hardware market.
Recently, Satya Nadella, who leads Microsoft’s Xbox division, shared insights into the company’s vision of bringing gaming excitement everywhere and reshaping the Xbox fandom. He highlighted this shift in strategy with a nod to Xbox’s recent ad campaign, encapsulating the company’s evolving business direction.
For years now, Xbox has been making waves with its Game Pass service since its inception in 2017. The service has seen tremendous growth, boasting a subscriber base of over 33 million by late 2023. Starting in 2024, major titles like Call of Duty: Black Ops 6 and Indiana Jones and the Great Circle have been launching directly on Game Pass Ultimate for subscribers. The Ultimate tier also includes Xbox Cloud Gaming, a feature that allows seamless game streaming, eliminating the need for downloads. This has unlocked new ways for players to enjoy Xbox games, underscored by the bold statement, “This is an Xbox.”
In a strategic move during Microsoft’s 2024 Annual Shareholder Meeting, Nadella shed light on the company’s fresh approach to gaming. This involves presenting devices that work with Xbox Game Pass and Xbox Cloud Gaming as genuine Xbox platforms. The “This is an Xbox” slogan captures this shift, emphasizing the ethos of experiencing Xbox across various gadgets. Additionally, Nadella expressed delight over the enthusiastic reception of Call of Duty: Black Ops 6 in November, exploring Microsoft’s active engagement with Activision IPs.
The discussion also touched on Xbox’s long-term ambitions. Nadella highlighted Microsoft’s capacity to revolutionize AI, cloud, console, and PC technology to craft exceptional games accessible to players everywhere. Although some fans have criticized the new Game Pass-centric direction, Xbox Gaming CEO Phil Spencer addressed these concerns, affirming the company’s loyalty to its console lineup.
Meanwhile, Xbox continues to enhance its offerings, including improvements to Xbox Cloud Gaming. Recently, Xbox Insider program members gained the ability to stream owned games—even beyond Game Pass titles—directly from their consoles, with the goal of expanding this function within the streaming service soon.
As Xbox Game Pass Ultimate remains a vital part of the Xbox ecosystem, offering over 100 titles in one subscription, its value proposition continues to stand out in the gaming world.
