Xbox’s Moment of Truth

The Xbox brand has been in the market for more than 15 years, becoming a huge player in the gaming market, rivaling with much more well-known brands such as the PlayStation and Nintendo. However recently there's a feeling that despite the leadership of Phil Spencer, that has changed their image focusing on consumer friendly initiatives, [...]

Branding and games: Microsoft – The role of Xbox One S and Project Scorpio

During this year's E3 Microsoft announced the Xbox One S, a slimmer model and with a slightly enhanced performance, being able to process HDR and the capacity of running 4K video and with minor changes to the already great controller, with a bluetooth connection, improved grip, in a much more compact size than the original [...]