Former Blizzard president Mike Ybarra has some strong words for the people making decisions atXbox. It’s evident that there’s been a major shift in the way Xbox sees itself in the gaming industry. It hasadopted a new strategy, one that involves being an ecosystem,rather than a hardware manufacturer. However, even with this new strategy, the company has been very uncertain about decisions. Case in point, thecancellation of the Xbox handled console.
While this is probably leading to a lot of conflict internally – with the top brass trying to figure out what exactly Xbox is now – even fans have been having a hard time watching the console maker they love make so many uncertain decisions. Ybarra is one of those fans, and thinks Xbox needs to realise what it is, and stick to that lane.
Xbox Needs To Go Back To Its Console Strategy
“Tough to see Xbox confused about who it is and what it should be,” said a tweet by Ybarra. “Some great people there still. They have to figure out what needs to change …. and fast. I’m a big fan and will always bleed green. Cheering the team on from the sidelines. Pick your lane and stick to it.”
When asked in the comments what he thinks Microsoft should do with the Xbox brand, he said “It’s simple to me. Xbox should strive to be the world’s largest publisher of entertainment content. Get rid of everything else and get focused. Do not be afraid to say what you are. Embrace the lane.”
As for its new ‘Everything is an Xbox’ strategy, Ybarra thinks “You’re drinking the Kool-Aid. You ask anyone on the street what Xbox is and 99% of the time they say a video game console. That is the identity. Period.”
It’s evident that he’s not a big fan of Xbox’s new ecosystem approach, and thinks that it should go back to manufacturing consoles. However, it isn’t easy to reverse such a major shift in business and communication, especially when several insiders have said that thenext Xbox console may be the last one it manufactures.
