Ever since the Xbox One’s nightmarish launch in 2013, Microsoft and the Phil Spencer-led Xbox leadership team have done a remarkable job of rebuilding the entire Xbox brand on the fly. There could never be an overnight fix; restoring Team Xbox to its Xbox 360 glory days would require a complete systemic overhaul in order to win spurned fans back over.
And so they began. The Xbox One S, the Xbox One X, Xbox 360 backwards compatibility, original Xbox backwards compatibility, Xbox Game Pass, Xbox Game Pass for PC, Xbox All Access, eight new first-party studios, Project xCloud, and on and on and on. Every E3 program has come with a clear focus and a gamer-first message. Kinect is dead, the “all-in-one entertainment device” is dead. Xbox is a gamer-focused brand, and this year, it was playing for tomorrow.