This is Windows
The shift of the Xbox brand towards a hybrid Windows PC is gradually starting to become clearer. Especially when listening to this interview with Satya Nadella, who talks above all about Windows, and less about Xbox. And the CEO wants Windows to be everywhere, on all platformslike what Xbox is doing:
“ Remember that the most important video game sector is Windows […] Our vision for video games is as follows: after the acquisition of Activision, we are now the largest publisher. So we want to be an exceptional publisher, like what we did with Office. We are going to be everywhere, on all platforms. Whether on consoles, PC, mobile, cloud gaming or TV, we want to make sure that gamers around the world can enjoy our games. »
He continues by mentioning the border between a console and a PC, which does not really exist according to him:
“ It’s quite funny that some people consider the console and the PC to be two separate things. We designed a console because we wanted to create a more efficient PC, capable of offering optimal performance for gaming. I would therefore like to qualify some preconceived ideas. But ultimately, the console experience is second to none. Its performance is unrivaled and advances the system. »
Undoubtedly a way of confirming the hybrid side of the next Xbox console, which will share common points with the ROG Xbox Ally. Nadella ends by evoking the same speech as Matt Bootynamely that the real competitor of the gaming sector is the consumption of short videos, like on TikTok :
“ So I’m impatiently waiting for the next console, the next PC game, but above all, the economic model of video games which must evolve and lead us to invent new interactive media. Because, after all, video game competition does not come from other games, but from short videos. Our industry must continue to innovate in its production methods, in the content produced, in its distribution strategy and in its economic model. The best way to innovate is to generate good margins, because that is how we find financing. »
The subject of margins undoubtedly echoes the report which was recently released by Bloomberg, reporting that Microsoft is more demanding than ever from Xbox, which wishes to set margins of 30% for its projects, which is much more than the industry average. In short, we understand better where the recent statements from Xbox executives come from, who received the memo from above.
Microsoft CEO Satya Nadella was just on the online tech show TBPN and provided one of the longer answers about his views of the game business that I’ve seen- Wants to put their games on everything, a la Office- Wants to revisit console/PC paradigm- “best way to innovate is to have good margins”
— Stephen Totilo (@stephentotilo.bsky.social) 2025-10-28T19:25:35.368Z