Microsoft has hired gaming analyst Matthew Ball to help guide strategy as it works through challenges in its console business. Ball, a venture capitalist and writer known for his deep analysis of digital economies and the annual State of Gaming report, will serve as Xbox’s Chief Strategy Officer.
First reported by The Game Business and confirmed on Ball’s LinkedIn profile, the move appears focused on strengthening Xbox’s console business. The hardware division is working through a difficult period shaped by global memory shortages, leadership changes at Microsoft, and continued pressure from Sony, Nintendo, and Valve, which is expected to expand further into the living room market.
Before joining Xbox, Ball led Epyllion, the advisory and digital production firm he founded. The company runs a metaverse-focused investment fund and regularly publishes detailed analysis of gaming industry trends and major companies, contributing to Ball’s reputation among both executives and creators. He is also the author of The Metaverse, a book that has received public praise from Tim Sweeney, Mark Zuckerberg, Karlie Kloss, and former Xbox head Phil Spencer.
Ball’s arrival is the latest sign of how much Xbox leadership has changed in recent months. Back in February, Microsoft moved on from longtime gaming head Phil Spencer and Xbox President Sarah Bond. Matt Booty, who previously led Xbox Game Studios, stepped up as Chief Content Officer, while former CoreAI president Asha Sharma took over as CEO of Microsoft Gaming. Sharma has already made a few big moves, including lowering Game Pass prices, teasing a PC-console hybrid called Project Helix, and pulling Microsoft’s Copilot assistant from Xbox.
This year’s leadership changes followed another round of Microsoft layoffs in July 2025, which affected the gaming business heavily. The reductions resulted in canceled game projects and studio closures, contrasting with previous years when Microsoft pursued expansion through acquisitions, including Double Fine, Compulsion Games, and ZeniMax Media, before finalizing its $69 billion acquisition of Activision Blizzard in 2023.
In a separate hire first reported by The Game Business and confirmed on LinkedIn, Microsoft has appointed Scott Van Vliet as Xbox’s Chief Technology Officer. Van Vliet previously led Azure OpenAI and AI Core infrastructure, bringing experience in cloud computing and artificial intelligence to a team working to strengthen Xbox’s console business.
Bringing Ball on board shows Sharma is leaning on someone who has spent years breaking down what works in gaming and what falls apart. The difference now is that he is no longer watching from the sidelines; he is part of the team expected to help improve things.
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