From hardware commitments to cloud expansion, Xbox is walking a fine line between reaching new audiences and reassuring long-time fans like me.

Microsoft once tried to separate the Xbox brand from its own identity to compete with Sony and Nintendo during the early console wars.

Xbox appears to be swiftly stepping away from its reliance on its own hardware, but in doing so, it could lose a pretty major part of its identity. It feels as though the “console wars” no matter how ...

Microsoft CEO Satya Nadella and new Xbox CEO Asha Sharma have sat down to discuss the future of the Xbox brand, and Microsoft's ambitions from 20,000 feet.

The last time Xbox felt truly unstoppable was during the height of the Xbox 360 era, when blockbuster exclusives, like Gears of War and Halo, dominated year after year. Since then, the brand has gone ...

Microsoft has quietly killed its controversial 'This Is an Xbox' marketing campaign following CEO Phil Spencer's departure amid a major leadership shakeup.