Xbox boss says brand's identity is "evolving" in response to fan concerns over multiplatform future

Xbox boss Phil Spencer said its brand identity is “evolving” now keeping first-party games exclusive to its own platform is no longer “a path for [Xbox]”.

I think our identity will continue to evolve, which, frankly, it always has.

When pressed on whether Xbox’s change in strategy means it may lose its identity, Spencer was firm about that, too.