When Sarah Bond took the helm as president of Xbox in 2023, she inherited more than a global gaming business. She inherited a 25-year-old identity that’s beloved, defended, and scrutinized by one of the most vocal consumer groups in the world.

“People who play Xbox love Xbox,” Bond tells Fortune . “It has a ton of meaning for them and so changing it is hard.”

That tension between a fiercely loyal base and an industry undergoing rapid evolution is shaping both Bond’s leadership approach and Xbox’s next chapter. As the company shifts from a console-centric legacy to a broader service-driven ecosystem, Bond is betting that meeting players where they are, rather than where tradition dictates they should be, will drive its future growth.

She describes the Xbox community with a kind of re

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