There is a very distinct vision and direction for the brand that has given it its own identity. No longer is Xbox just “PlayStation, but with Halo“. Where once it was unclear what their place in the video game market was – were they just there to play second fiddle to PlayStation, or did they have an actual vision for the industry and medium that they were willing to commit to? – under Phil Spencer’s leadership, the brand has been revitalized, with Xbox doubling down on the strengths that made the brand so popular in the first place, which just so happen to be synergetic with the strengths and broader corporate strategy and direction of Microsoft as a whole as well. Microsoft’s strategy in the video games market has started to come together and gain form over the last few years.
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