XBOX’s New CSO Wants to Revive “Storied Franchises” and Strengthen “The Console Business”

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Matthew Ball is certainly taking to his new role as XBOX’s new CSO, and his plan for his self-declared goal to bring the iconic console back to its glory days after a poor response to the Series X|S is shaping up to be interesting.

It involves “reviving storied franchises and strengthening the console business”, per an interview with Bloomberg, and we have to say that it sounds like a good way to bring gamers back to the XBOX, especially with Project Helix shaping up to be a strong contender among upcoming next-gen consoles.

It’s a solid approach backed by the small but meaningful changes that the brand is making, the Player Voice feature being among them. It’s made all the more potent by his stated belief that, despite rising component costs, consoles are still “important, durable, and still growing” from a business perspective.

We wonder how he would respond to the claims of Windows Central’s Jez Corden about EA bottlenecking great features like the Game Pass Family Plan. We’re fairly sure that he’d find a suitable middle ground with the best interests of both sides of the equation in mind, although the balance might be in XBOX’s favor, considering what he’s trying to achieve. Whatever the case, we hope Ball manages to achieve his goals for XBOX and bring the brand back to its former glory.

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2026-05-22 11:43