Microsoft’s Xbox division is in full-on identity crisis mode: they’ve jacked up Game Pass prices by 50%, enraging fans, yet somehow gaming revenue has never been higher. On one hand, they keep promising shiny new Xbox hardware; on the other, they’re shifting heavy into mobile and services, closing studios, and leaning hard on a Windows-centric, multi-platform playbook.
Despite the “enshittification” gripes around Game Pass and worries that dedicated consoles are on life support, Xbox is printing money. The big question now: will they focus on killer games instead of quarterly growth and let Xbox rise from the ashes like a (Marcus) Phoenix—or is this just another strategy blunder in the making?
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