Sarah Bond's “This is an Xbox” campaign allegedly caused internal friction at Microsoft - Report
(Courtesy : Sarah Bond)
Sarah faced internal criticism
The new leadership changes at Microsoft Xbox continue to create headlines. Now, a new report from Tom Warren at The Verge suggests that Sarah Bond may have faced internal criticism before her resignation.
After the retirement of Phil Spencer as CEO of Microsoft Gaming, many fans believed that Sarah would step up as the new head. Instead, Microsoft appointed Asha Sharma and Sarah announced that she will be leaving the company to pursue a “new chapter.” Let’s check out more details in this article.
Internal pushback over “This is an Xbox”
The new reports from The Verge claim that Sarah faced many mixed reactions from employees after the launch of the “This is an Xbox” marketing campaign.
This emphasizes that players don’t need a traditional console to experience Xbox games. This is to promote the Cloud gaming and also make mobile devices viable platforms.
It seems that the strategy intensified when the previous Chief Marketing Officer, Jerret West, resigned in mid-2024, and the marketing teams started reporting directly to Bond.
Because of this, some of the employees felt it undermined the brand’s console identity. According to reports, this message “offended many employees internally” and was also questioned many times within the company.
Also Read: Rumor suggests Phil Spencer’s Xbox exit was unexpected
Sarah Bond’s leadership style and strategic concerns
The new reports also suggest that Sarah’s management style also drew criticism from current and former employees. Her supporters who believed in the long-term vision, which was cloud-based, supposedly prospered, whereas those who doubted the direction were pushed to the periphery.
According to reports, internally, this broader strategy was allegedly described as “failing” by some employees.
There is another interesting thing to note: when Microsoft executives issued memos following the leadership changes, Sarah Bond was not mentioned by key figures, including Satya Nadella and Matt Booty.
FAQs
Why did Sarah Bond leave Xbox?
Bond stated she was leaving to pursue a “new chapter,” but reports suggest internal disagreements over strategy may have contributed.
What was the “This is an Xbox” campaign?
It was a marketing initiative promoting Xbox gaming across cloud and mobile platforms, emphasizing that a console was no longer required.
Who is leading Xbox now?
Asha Sharma has taken over as the new CEO of Microsoft Gaming following Phil Spencer’s retirement.
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Mahaksh Chauhan is a passionate gaming journalist who loves for old-school RPGs and turn-based games. With a keen eye for storytelling and a deep understanding of game mechanics, Mahaksh brings an unique perspective to the world of gaming. Inspired by classics like Persona, Red Dead Redemption 2, and Skyrim, Mahaksh is dedicated in sharing the magic of games with readers. When not writing or gaming, Mahaksh can be found cheering on WWE superstars or watching his favourite Anime.