It’s time for Xbox to eat some humble pie and perform some real soul-searching . Microsoft released its latest quarterly earnings report and proved the worst of our fears about its gaming brand. Not only are Xbox hardware sales down significantly, but the brand itself is barely treading water. Gamers are voicing their displeasure with their wallets, but Microsoft’s top brass is still only thinking about the margins.

Microsoft was more keen to promote the scale of its cloud and AI services revenue —which was up 28% year over year—than talk about its beleaguered gaming brand. The company’s overall gaming revenue fell by 2% compared to the same time last year. This was precipitated by a “decline in Xbox hardware,” which was down by 22% following a steady decline quarter after quarter.

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