Phil Spencer has been quoted as saying that “for a long time, Xbox was like the Garage of Microsoft”. His aim to re-invent the Xbox brand has begun to take shape behind-the-scenes, but will only truly be felt during the next-generation of consoles games. It takes time to make changes at major companies, Spencer inherited a mess from Don Mattrick whose infamous DRM scandal can be largely blamed for the deficit between PS4 and Xbox One this generation. Earning back the reputation of Xbox with gamers will take time. It also takes a long time for game studios to produce new games, and that’s a big part of what Phil Spencer has been initiating, exclusives for Xbox.
Xbox provided a 2 hour livestream from Mexico City during their X018 Event showcasing their lineup for 2018 / 2019 and revealed world premiere content for first party and third party games. There was also two new studio acquirement announcements for Microsoft Studios and a large number of ways that Xbox plans to get more gamers into their brand by remaining consumer-friendly and increasing their investment on quality content for the future.