One of the founders of the Xbox brand is holding Microsoft accountable for recent price increases for its consoles and Game Pass Ultimate subscription service, questioning the company’s understanding of player needs. Laura Fryer has voiced her concerns along with other critics about the Xbox brand’s strategies, describing them as tone-deaf.

The ongoing economic challenges have worsened the situation for many gamers, with increasing costs and job losses within the gaming industry making affordability a significant concern. Fryer believes that Microsoft’s moves reflect greed rather than considerations for the gaming community.

Xbox Co-Founder Speaks Out

In a recent YouTube video, Fryer aired her grievances against Xbox management, doubting their awareness of what enhances the Xbox experience. Following the announcement of increased prices for Xbox Series X and S consoles effective October 3, she criticized the leadership for failing to match the success of competitors like PlayStation and Nintendo, suggesting they address problems without properly recognizing them.

Fryer also condemned the recent $10 hike in Game Pass Ultimate, a 50% increase, which accompanied the announcement of 48 new games for the service. While she acknowledges the additions, she believes customers are justifiably upset with the price shift. “They left,” she said, commenting on customers exercising their freedom of choice by abandoning the platform.

Beyond price alterations, Fryer questioned other recent shifts in Xbox’s approach, particularly the reduced focus on Xbox console-exclusive titles, which she argues dilutes the brand’s identity and erodes player loyalty. In her words, “It hollowed out the brand, because if everything is an Xbox, then nothing really is.”

Xbox

Gaming enthusiasts eagerly await how Microsoft will react to Fryer’s statements amidst the ongoing dialogue between consumers and developers.