In a recently uploaded video on her YouTube channel, Laura Fryer, a veteran Xbox partner and executive producer on various Microsoft initiatives, conveyed her worries about Microsoft’s prevailing strategic choices. The video, shared on June 28th, 2025, emphasizes Fryer’s concerns regarding the company’s aspirations in hardware, recent mergers and shutdowns, and possible price increases, labeling Microsoft’s strategy as “disordered.”

Fryer particularly concentrated on the status of Xbox as Microsoft’s internal hardware, implying that the brand is essentially “no longer alive.” She talked about the collaboration between Xbox and ROG, especially the recently launched Xbox ROG Ally, sharing her apprehension that Xbox may be slowly withdrawing from the hardware sector. Fryer expressed, “I’m saddened because, from my viewpoint, it seems Xbox has no interest or simply cannot deliver hardware any longer.”

She raised doubts about the value offering of the Xbox ROG Ally, stressing that consumers require a strong incentive to invest in new hardware. Fryer reflected on the development of the original Xbox, observing that the Xbox ROG Ally may not entice buyers unless it competes well on price. Nonetheless, she was skeptical about this scenario, noting that the ROG Ally is merely a rebranded existing item, with its lowest variant priced at approximately $600. Fryer concluded that lowering the price is unlikely to be the element that motivates gamers to acquire the handheld.

Fryer also condemned Microsoft’s absence of attractive game exclusives, which she identifies as a vital factor for hardware purchases. She pointed out that numerous expected games, like “State of Decay 3,” “Perfect Dark,” and “Fable,” remain in the development phase without updates, despite being in the pipeline for over five years. Fryer candidly stated, “Xbox doesn’t do exclusives anymore,” and criticized the “Xbox Anywhere” project, suggesting it undermines the necessity for Xbox hardware as games can be accessed on other devices such as PC, PlayStation 5, or Nintendo Switch.

Fryer’s perspectives carry substantial weight given her vast experience in the industry. She was among the initial members of Microsoft Game Studios in 1995, held the position of Director of the Xbox Advanced Technology Group in 2000, and served as the General Manager of the Seattle Division of Epic Games in 2001. Her achievements include being recognized as one of The Hollywood Reporter’s “Top 12 Most Influential Women in Gaming” and one of Next Generation’s “Game Industry’s 100 Most Influential Women.”