Overview
- In a new interview, the former Xbox executive says Microsoft sought an aggressive, stage‑leading persona to challenge Sony during the Xbox 360 era.
- He explains that Xbox was deliberately framed as a separate consumer brand, with Microsoft’s name minimized in packaging and marketing.
- Moore highlights landmark moves under his tenure, including securing Grand Theft Auto 4 for a simultaneous Xbox 360 release and unveiling the deal with a GTA tattoo.
- He recalls early 2000s concerns that Sony could control the living room, which drove Xbox 360’s push to be a sleek entertainment hub and to launch well before PlayStation 3.
- Moore contrasts that past rivalry with Microsoft’s current strategy of publishing some Xbox titles on PlayStation, including Halo, and says Xbox has contributed to the company’s broader success.