VP Sarah Bond talks about the brand's efforts to transform and expand the games business
I've never really seen Xbox as a nostalgic company.
PlayStation, from time-to-time, absolutely. And Nintendo almost constantly. But Xbox? It is pro-active in preserving its history, but it's never been one to revel in it. In all my years writing about Microsoft's games business, the conversation has always been about the next big disruptive idea, whether that's Xbox Live or Kinect or Game Pass or Cloud Streaming. I've rarely known Xbox to stand and stare.
So perhaps it was inevitable that our chat with Microsoft's Sarah Bond, which was set-up to discuss the 20th anniversary of Xbox, became mostly about what's to come, rather than what has been.
"We spend a lot of time making sure we've learned from our past," says Bond.
"A lot of what you see in terms of how we're pushing towards the future is because of the understanding we've gained over the last 20 years. That's a lot of where our player-centric and creator-centric approach has come from. It's not that we're looking back, but more building on where we've been.
"Game Pass came out of our deep commitment for players that we've built over the years. We've pioneered [online] multiplayer with Halo, and we realised how much people got out of playing together. And that is what got us thinking about cross-play, and building Game Pass to working across devices."
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