Xbox Struggles with Identity, Says Ex-Blizzard Exec Mike Ybarra

The Xbox is ‘confused about who it is and what it should be,’ words of Mike Ybarra, former President of Blizzard Entertainment at Xbox, who describes the current state of the company led by Phil Spencer and Sarah Bond as ‘hard to see.’ Ybarra worked for several years as one of the main managers at Xbox but left to join Blizzard. In January 2024, when the company was acquired by Microsoft Gaming, Ybarra departed from Blizzard but continues to comment on his former company’s current state. Through X (formerly Twitter), Ybarra expressed his concerns about Xbox’s direction, emphasizing that clarity and focus are necessary for the brand to thrive, especially if it aims to surpass its status as a gaming console and become the “world’s largest publisher of entertainment content.” In January 2024, when the company was acquired by Microsoft Gaming, Ybarra departed from Blizzard but continues to comment on his former company’s current state. Through X (formerly Twitter), Ybarra wrote that ‘it’s hard to see the Xbox confused about who it is and what it should be. There are still some fantastic people there. They need to figure out what needs changing—and fast. I’m a huge fan and will always bleed green.’

Ybarra says he’s cheering from the sidelines but insists that Xbox needs to pick its lane and stay in it. In response to a comment that a Windows app with access to multiple stores doesn’t suddenly become an Xbox and that the company urgently needs to define its identity, Ybarra responded that this is simple. ‘The Xbox should aim to be the largest entertainment publisher in the world. Drop everything else and focus. Don’t be afraid to say what you are. Embrace the path.’ When asked how this aligns with the Xbox’s identity as a console manufacturer, Ybarra responded that ‘as far as I can see, they’re not that anymore. Spinning your wheels isn’t a winning plan.’

In a recent turn of events that has left the gaming community buzzing, Marvel Rivals, developed by Chinese company NetEase, has made waves with its impressive debut, drawing nearly 10 million players over just one weekend. Former Blizzard CEO Mike Ybarra’s criticism of the game backfired spectacularly when he inaccurately claimed a historical oversight, embarrassing Overwatch and highlighting Marvel Rivals’ growing influence as a serious competitor. To learn more about this fascinating development and how it’s reshaping player preferences, be sure to read Sophie Laurent’s insightful piece published on December 9th Marvel Rivals: Planetary Hit Leaves Overwatch Developers Green with Envy, Embarrassing Themselves.