From “Gamer” to “Gaming For Everyone”: The Evolution of Xbox’s Brand Identity and Commitment to Indie Developers

Sarah Bond, the head of Microsoft’s gaming ecosystem, has made it clear that she is doubling down on supporting independent game developers for the Xbox platform. In an interview with IGN, Bond shared her belief that “true culture is born in what you do when things are really, really hard,” and praised the resilience and creativity demonstrated by indie developers during the pandemic. Bond discussed Microsoft’s efforts to support indie developers, including the Xbox Live Creators Program and the [email protected] program, and emphasized her commitment to enabling diverse and innovative gaming experiences for players.


Last summer, I was pleasantly surprised by what I saw at the Xbox & Bethesda Game Showcase and subsequent Xbox events. An array of diverse games from diverse creators were being presented and marketed to millions of viewers by diverse presenters, all under the slogan of “Gaming for Everyone.” This felt like a significant departure from the Xbox of my childhood, which focused on “hardcore,” masculine gamers and felt exclusionary. Instead, Xbox is now emphasizing inclusivity, accessibility, and sustainability, and is actively working to diversify its portfolio and game libraries, as well as support underrepresented developers through initiatives like the ID@Xbox Developer Acceleration Program. In an interview at the Game Developers Conference, Xbox corporate VP Sarah Bond expressed her belief that diversity and inclusion are fundamental to transforming not just Xbox’s portfolio, but overall gaming culture. While some may question the financial viability of supporting indie developers and non-recoupable funding, Bond asserts that this support is critical to advancing the gaming industry and creating a more diverse and inclusive gaming culture.


In conclusion, Sarah Bond’s unwavering commitment to supporting indie games on Xbox is truly admirable. Her belief that true culture is born in the face of adversity exemplifies her dedication to the gaming community and her desire to make gaming accessible for all. We can’t wait to see what exciting new indie titles will be coming to Xbox, thanks to Sarah’s immense efforts. Here’s to a bright future for indie gaming on Xbox, and to Sarah Bond for leading the charge.