It's no secret that Xbox has been struggling lately, even more so after the Activision acquisition, a deal that cost $69 billion to buy the company.
This makes it the largest acquisition in gaming but not necessarily the smartest. It's been even more challenging for Xbox, as the overall gaming market has stagnated significantly, primarily due to events like the pandemic, which made the industry even more volatile than it already was.
One of the significant factors in the industry now is how inaccessible games are to many people, with blockbuster games costing $70 to purchase as the average gamer.
Sarah Bond, the Vice President of Xbox has said that they are now looking into other areas aside from the "traditional gaming business" and aiming to reach into "untapped areas." By discussing her next moves, she's hinted at new Xbox hardware, where Phil Spencer has continuously expressed interest in a handheld device.
Of course, while discussing new hardware, they are also peddling Xbox-exclusive games and promoting their subscriptions, such as the Xbox Game Pass, with a heavier focus now on the subscriptions instead of the consoles.