Xbox is a video gaming brand owned by Microsoft Gaming, a division of Microsoft. It comprises four main home video game console lines, as well as applications (video games) and online services such as the Xbox network and Xbox Game Pass. The brand was introduced in the United States in November 2001 with the launch of the original Xbox console. The original Xbox was the first video game console offered by an American company after the Atari Jaguar stopped sales in 1996.
Xbox Game Studios was established in 2002, initially known as Microsoft Game Studios. In 2019, it rebranded to Xbox Game Studios. Xbox Game Studios works with top game design companies and development studios to create popular video games. Phil Spencer is the CEO of Microsoft Gaming and has overseen Xbox since 2014. Sarah Bond was promoted to President of Xbox in October 2023. As of January 2026, Xbox has a console operating system market share of 68.77%. As of mid-2025, the PlayStation 5 holds approximately 69.9% of the market share, while the Xbox Series X/S holds about 30.1%. Key franchises include Halo, Forza, and Gears of War. The Xbox 360 is Microsoft's best-selling Xbox video game console, with 85.73 million units sold since its launch.