Head of Xbox Phil Spencer believes the future – and present – of measuring success in the video game business is by focusing on software and services, not hardware. In an interview with Kotaku at E3 2019, Spencer alluded to Google Stadia in asserting his belief that "the consoles are not where the profit in this side of the business is made."
"The business is selling software and services," he said. "The business is not how many consoles you sell. The consoles are not where the profit in this side of the business is made, which is where the whole: ‘Who’s selling more consoles’ at any one time as the kind of root good of who is doing well in the business is just not true. You have other companies entering gaming who don’t even have a console as part of their equation. It’s all about how many games are people playing. And how much people are spending playing those games and how often they play."