Microsoft's Aaron Greenberg Talks Learnings from Xbox One Generation to Carry Into Next-Gen

Aaron Greenberg talks about the most valuable lesson he learned during the Xbox One generation, which he will carry into the next one. It's all about the fans.

By Giuseppe Nelva

August 22, 2018

This generation is starting the gradual path towards sunset, and there are already many rumors about Microsoft’s next big console (or consoles), with code names like “Scarlett” appearing on the net n unofficial capacity.

At Gamescom 2018, DualShockers asked Xbox Games Marketing General Manager Aaron Greenberg what are the biggest learning from this generation that he’ll carry into the next one.

“I think the biggest thing for any company is “never lose sight of the customer. Always put your fans first” If you think about them with every key decision you make, from every new product, to every pricing decision, to every launch date, to just how you roll things out, if you put your customer first you’ll be all right.

I think that’s the most important thing you can never lose focus on. I’m really proud that this leadership team that’s in place is the team that has been leading the business kinda post-Xbox One launch, and if you’re seeing what the team has done there around backward compatibility, around innovation with hardware, around things like the Elite controller, all the innovation, and so much of that comes from listening to our fans. It feels like they’ve been a part of that journey with us.


We never want to lose that focus and I think that’s the most important thing as we think about this team and what guides us in the future.”

Incidentally, I did ask him whether the “Scarlett” name is real, but he was not able to talk about it at this moment.

If you want to learn more about Microsoft’s plans and attitude towards the future, you can read what Greenberg said about investment, acquisitions, and diversity of content, and about the commitment to Japanese games.

Why Ratchet & Clank is the Most Important PS5 Game

If you still don’t have an Xbox One S, you can purchase one on Amazon. If you prefer something more powerful, you can grab an Xbox One X.

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Giuseppe Nelva

Hailing from sunny (not as much as people think) Italy and long standing gamer since the age of Mattel Intellivision and Sinclair ZX Spectrum. Definitely a multi-platform gamer, he still holds the old dear PC nearest to his heart, while not disregarding any console on the market. RPGs (of any nationality) and MMORPGs are his daily bread, but he enjoys almost every other genre, prominently racing simulators, action and sandbox games. He is also one of the few surviving fans of the flight simulator genre on Earth.

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