Xbox is Microsoft's prominent video gaming brand, which first launched in the United States in November 2001 with its original console, initially conceived to compete with Sony's PlayStation 2 by utilizing PC-like hardware for easier game development. Over two decades, Xbox has released four main console lines, including the highly successful Xbox 360 (selling 86 million units), leading up to the current Xbox Series X and S models, released in November 2020.
Under the leadership of Phil Spencer since 2014, the brand has expanded into a comprehensive ecosystem featuring applications, the Xbox network, Xbox Game Pass subscriptions, and Xbox Cloud Gaming. Now part of Microsoft Gaming, Xbox boasts major first-party publishers like Xbox Game Studios, ZeniMax Media (Bethesda), and Activision Blizzard, significantly expanding its portfolio of successful franchises. Looking ahead, Microsoft is shifting its focus beyond console sales to prioritize player engagement across services, powered by Microsoft Azure, positioning itself against cloud competitors such as Amazon and Google rather than traditional console makers.