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Windows Central
Windows Central
Technology
Jez Corden

How Microsoft’s new Gaming Chief Strategy Officer Matthew Ball could save Microsoft's Xbox business

Matthew Ball, newly appointed Xbox CSO.

Xbox is at a crossroads, like many industries right now.

User behavior is changing at a rapid clip. The rise of new technologies like AI and infinite-scale "metaversal" games like Roblox is creating chaos for traditional platforms. Converge this with tariffs chaos, rising costs as component shortages bite, and competition from non-gaming addictive social media platforms: Xbox certainly has its work cut out.

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