Imagine

that your brand hasn't recovered one generation later. This is exactly what's happening with Xbox.

After gaining ground with PlayStation with the seventh generation of consoles, Microsoft botched its momentum with the Xbox One, and the Xbox boss, Phil Spencer, is the first to admit that.

The Loot Drop

**

Xbox boss Phil Spencer admits to "losing" the console war against PlayStation due to the Xbox One's botched approach to digital game ownership, leading to Microsoft's shift in focus towards making Xbox a service.

During a