Xbox One has the smallest presence in the gaming industry that the brand has ever had. It’s plain to see that while SS Microsoft sprouts wings and sails towards the clouds, Xbox is a raft floating hopelessly adrift in a choppy sea of home consoles. Microsoft are an astonishingly successful company who have been more than happy to abandon unsuccessful side ventures. Yet despite Xbox costing the company billions and forcing them to obscure the financial performance of the division every annual report, they remain committed to the brand. With the battle for the living room over and lost, it’s time for Microsoft to let go of consoles and reposition itself in the gaming industry. Continue reading “Xbox Adrift: Can Microsoft save the Xbox One? Should they?” →