- Former Xbox executive Laura Fryer said the company is “taking some smart little steps to start winning back fans.”
- Fryer says Xbox CEO Asha Sharma’s decision to rename the company’s name to all caps was part of it
- She adds: “At the end of the day, if you want players and your team to care deeply, give them real ways to feel invested.”
Former Microsoft Game Studios executive producer Laura Fryer thinks Xbox CEO Asha Sharma’s decision to rebrand “XBOX” was a “smart” move.
Last month, Sharma launched a simple poll on X asking fans if they preferred: “Xbox” or “XBOX.” The latter received the most votes and soon after the name was changed on the company’s social media profiles and websites.
According to Fryer, who discussed the change in his new YouTube video, Sharma’s decision was “smarter than it seems,” although some people probably thought it was no big deal.
“By asking and doing it, they create real momentum and build confidence among the players,” Fryer explained. “Xbox inspires people to invest in what they build. This was a total lay-up for Asha. It doesn’t matter much to the Xbox team if it’s in all caps or not, but it matters a lot to Xbox fans.”
The former executive went on to explain how while it’s important for studios and companies to stick to what they believe in – like Unknown Worlds Entertainment not adding weapons to Subnautic 2 at the request of fans – she believes it is vital to allow fan input.
Citing a book called Influence by Robert Cialdini, Fryer said: “When people take a small public stand, like voting, they become much more invested and loyal. Path of Exile showed this in 2021 when they let players vote on a new cyclone skill effect. Thousands of people voted, the winner was chosen and these players felt like they had really contributed to the construction of the game.
“So when the fans want something small, don’t hesitate. Do it. But at the same time you have to protect your main pillars.”
Fans voted and XBOX actually listened – YouTube 
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Fryer said this also applies to industry teams, like game development, and that sharing and adopting ideas is just as important. She remembers when she joined the Xbox AGT team and management was looking for a name for its external development event, and when she suggested “XFest,” the idea was adopted and lasted for a decade.
“Every time, someone would say to me, ‘I’ll see you at XFest.’ It really made me happy because I felt like I actually helped shape the culture instead of just implementing someone else’s vision. Xbox now applies the same mindset to gamers as well. »
She also praised Xbox’s new Player Voice system that allows players to submit feedback, with requests already introduced, as well as Sharma’s recent goal of building a stronger Xbox in an internal memo.
“When I read this, I immediately saw someone who was thinking about both big pillars and small movements. The Xbox is not in good shape,” Fryer said. “They have a long road ahead of them to get their fans back and it’s going to be a tough road. But she seems to understand that.”
She added: “Ultimately, if you want players and your team to care deeply, give them real ways to feel invested. Listen to the low-hanging fruit. Protect what matters. And put your ego aside. You’ll be amazed at how quickly that creates real passion and loyalty. And that’s how great games and great teams are built.
“The Xbox team is taking small but smart steps to start winning back fans. And I can’t wait to see what they do next.”
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