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Fortune

Ruth Umoh

How Xbox is using its loudest fans to guide its biggest transformation yet

Xbox Sarah Bond Windows Microsoft

Sarah Bond, president of Xbox (Credit: Microsoft)

When Sarah Bond took the helm as president of Xbox in 2023, she inherited more than a global gaming business. She inherited a 25-year-old identity that’s beloved, defended, and scrutinized by one of the most vocal consumer groups in the world.

“People who play Xbox love Xbox,” Bond tells Fortune. “It has a ton of meaning for them and so changing it is hard.”

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