The 30% Mandate: How Microsoft’s Unrealistic Profit Goal Crippled Xbox Studios

Following Microsoft’s announcement in May of this year that it would lay off 3% of its global workforce—hitting the gaming division particularly hard and canceling several in-development titles—the market widely perceived the Xbox brand to be in crisis. Yet, according to a report by Bloomberg News, the root of the problem may lie in the company’s senior leadership setting “unrealistic” profit targets for its gaming arm in recent years.

Citing anonymous sources, Bloomberg revealed that in the fall of 2023, under the direction of Chief Financial Officer Amy Hood, Microsoft imposed an “across-the-board goal” requiring the Xbox division to achieve a 30% profit margin. Internally, this was referred to as the “accountability margin,” signifying that divisions would be held responsible if they failed to meet the profitability benchmark.

Journalist Jason Schreier noted that this 30% target far exceeds the industry’s average profit margin of 17% to 22%, as estimated by market intelligence firm S&P Global Market Intelligence. Schreier further pointed out that Xbox’s own profit margins over the past six years have typically ranged between just 10% and 20%.

S&P Global analyst Neil Barbour explained that a 30% profit margin is typically achievable only by “truly exceptional publishers.” In contrast, Xbox’s gaming division reported a margin of merely 12% during the first nine months of 2022—making the 30% target an immense source of internal pressure.

Notably, this ambitious target was set in 2023, shortly after Microsoft finalized its $68.7 billion acquisition of Activision Blizzard, bringing heavyweight franchises such as Call of Duty and Diablo under its umbrella.

Earlier, in 2020, Microsoft had also acquired ZeniMax—the parent company of Bethesda—adding legendary series such as The Elder Scrolls and Fallout to the Xbox portfolio.

It is evident that after investing such vast sums in expansion, Microsoft’s executives began demanding significantly higher financial returns from their gaming business.

Since 2018, the company has made all its first-party titles available on Game Pass from day one of release. However, Bloomberg’s sources indicated that this model has made it difficult for some titles to achieve the 30% profit margin.

While Xbox employs an internal metric known as “member-weighted value,” which factors in the total playtime of Game Pass subscribers, the formula tends to favor multiplayer titles.

Insiders further disclosed that Microsoft may increasingly prioritize funding projects that are “lower-cost” and “proven revenue generators” over riskier, more innovative ventures. This shift suggests that the high-margin mandate could reshape Microsoft’s internal game development strategy and even influence the future trajectory of Game Pass.

In response to the report, a Microsoft spokesperson told Bloomberg that the company defines success differently for each game and project, sometimes requiring difficult decisions—including canceling development—to redirect resources toward initiatives that “better align with company goals and priorities.”

Beyond internal strategy changes, several recent Xbox decisions appear aligned with the pursuit of higher profitability. These include porting first-party titles such as Forza Horizon 5 and Indiana Jones and the Great Circle to rival platforms like Sony’s PlayStation 5.

Moreover, after raising Xbox console prices in the U.S. last month—the second hike this year—Microsoft significantly increased Game Pass Ultimate subscription fees by 50% in early October. The company also raised the price of Xbox developer kits by $500. Collectively, these measures seem to pave the way toward achieving the ambitious 30% profit target.

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