传奇掌舵人今日退休，Xbox 正式死去

爱范儿02-21

从玩家到掌舵人读完文章领取爱范儿 2026 马年春节限定红包封面动荡了几年的微软游戏业务，今天又迎来巨大人事变动。在 Xbox 诞生之初就已经加入团队，掌舵 Xbox 长达 12 年的传奇高管菲尔 · 斯宾塞（Phil Spencer），今天宣布退休，即将离开微软。他亲眼见证 Xbox 的诞生，在低谷时刻出手拉了它一把，最终又在时代转向之际，选择“亲手”为传统主机时代画上句号。从狂热玩家，到 ...

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岁的斯宾塞加入了微软。虽然他一开始担任的是技术岗位，但除了写代码还做过项目管理、商务协调等等，工作经验相当多元。即使工作很忙，斯宾塞并没有放弃对游戏的热爱。很快同事也发现了身边有这么一号“游戏狂人”，不仅在办公室打《网络创世纪》——斯宾塞甚至是这款游戏的“测试服”玩家，他还经常出没于街头的街机厅。▲ 《网络创世纪》2001 年，为了抵御 PlayStation 2 在游戏和多媒体上的冲击，微软推出 Xbox 主机。作为一名知名游戏发烧友，斯宾塞很快也被调往 Xbox 部门，担任微软游戏工作室 EMEA（欧洲、中东和非洲）总经理，负责和游戏工作室，例如 RARE、狮头的合作。Xbox 360 时代，他开始整合内容资源，在微软内部推动自有 IP 与工作室的长期布局，《战争机器》《光环》等经典第一方系列，都是他推动的项目。▲ 《战争机器》限定版 Xbox 360其实从这些早年的工作方向可以看出，比起 Xbox 硬件，斯宾塞的工作重心放在了 Xbox 的游戏内容和软件服务，这样的取向在他 2014 年正式接手 Xbox 部门后，彻底影响了这个品牌的走向。Xbox One 发布后，由于强调多媒体消费而非游戏，遭到了玩家的强烈不满。2014 年，斯宾塞临危受命出任 Xbox 掌门人，上任第一件事就是将焦点拉回“游戏”：取消强制联网、推动 Xbox 兼容计划，并进一步加强培养第一方工作室。与此同时，斯宾塞也萌生了对游戏租赁服务的构思。彼时，影视流媒体 Netflix、音乐流媒体 Spotify 开始崭露头角，微软也正在不断加强云服务的战略，斯宾塞和 Xbox 部门决定将游戏租赁服务转向订阅模式。2017 年 6 月，Xbox Game Pass 正式问世，允许用户通过云端下载和游玩游戏，例如 Windows、iOS、Android，而不仅限于 Xbox 主机，整个 Xbox 品牌开始了战略转型。除此之外，斯宾塞还主导了 2020 年对 Bethesda 以及 2023 年对动视暴雪的收购。后者成为了游戏史上规模最大的收购之一，也让微软的内容储备空前强大。2022 年，Xbox、Bethesda、动视、暴雪、King 等相关业务正式组合并升格为“微软游戏”Microsoft Gaming，斯宾塞出任 CEO。但斯宾塞并没能带领微软游戏业务再创辉煌。这两年，微软不断传来关闭工作室、裁员的消息。在今年 1 月份的财报中，整个 Xbox 部门营收同比下降 9%，硬件业务同比下滑 32%。在索尼 PlayStaion 5 和任天堂 Switch 销量都破亿的情况下，同一世代的 Xbox Series S｜X 销量预估不足 3000 万，是微软销量表现最差的游戏机。▲ 斯宾塞和 Xbox Series S｜X而 Xbox Game Pass 已经成为了 Xbox 业务的收入支柱。在 2025 财年，XGP 创造了 50 亿美元的收入。只是成本和开支不断增大，微软也不得不调整 XGP 的费用和产品组合。1 月财报显示，Xbox 游戏订阅收入下降了 5%。与此同时，微软却对 Xbox 的盈利能力提出了 30% 利润率的高要求，作为对比，近几年 Xbox 的利润率在 10% 到 20% 之间浮动。不管怎么看，Xbox 又来到了一个低谷时刻，只是上一次扶大厦之将倾的人，这次选择了离开。斯宾塞将会持续担任顾问直到今年夏季。至于 38 年的微软和 Xbox 之旅后，这位游戏迷人生的下一道“关卡”在何方，还尚未可知。AI 出身的接班人对于外界来说，斯宾塞选择在这个时间点退休，多少有点始料未及：去年夏天微软才说完“斯宾塞短期内不会离职”，也有爆料称斯宾塞至少会留任到下一代 Xbox 发布。更耐人寻味的是，原本被业内视作斯宾塞“接班人”的 Xbox 总裁 Sarah Bond，也在同一时间宣布辞职，即将离开微软。在宣布辞职前 3 个小时，Bond 还在领英上发布了和工作相关的动态，征求大家对 Xbox 无障碍功能的意见，说明离职很可能是一次临时决定。接棒斯宾塞成为微软游戏 CEO 的，则是一个大部分玩家此前都未曾听过的名字——Asha Sharma。接手游戏部门之前，Asha Sharma 主要负责 AI 业务，担任微软 CoreAI 产品总裁，也在 Meta 出任过领导岗位。纵观她的履历，微软游戏业务 CEO 是她第一个和“游戏”有关的职务。比起知道游戏哪里好玩，这位高管更擅长将 AI 深度集成至开发流程，优化整个开发进程提升效率。在首条备忘录中，Sharma 表示自己的第一项任务就是：了解 Xbox 业务的运作原理，并保护它。除了承诺不会让“没有灵魂的 AI 泔水（AI Slop）”进入 Xbox 游戏中，Sharma 还强调，自己将致力于“Xbox 的回归”。她还提拔了此前执掌 Xbox 游戏工作室的 Matt Booty， 他将成为微软游戏的执行副总裁和首席内容官，将负责进一步整合游戏内容。▲ 左：Asha Sharma，右： Matt Booty和本身就是一名狂热玩家的斯宾塞对比，Sharma 连是不是玩家都要打一个问号，这样的落差自然引来了玩家们的质疑和担忧，主机文化的那种认同感也会松动。当然，这也不代表 Xbox 品牌的末日到来，主管不是玩家，不代表她做不好游戏业务。任天堂传奇社长山内溥本人也不玩电子游戏，但在他的带领下，任天堂从卖纸牌的玩具公司，摇身一变电子游戏世界的霸主。这位 AI 主管入主 Xbox，说不定也能为这个危机四伏的业务，注入全新的血液。Xbox 会回归，但回归的已不是“Xbox”在斯宾塞的带领下，“Xbox”整个品牌已经彻底转型，从传统围绕主机硬件构建生态，变成通过云服务让生态无处不在。作为 Xbox 护城河的《光环》系列，将于今年正式登陆索尼 PS 平台，已经意味着微软彻底放弃主机大战那种竞争模式，让更多人玩上游戏更重要。比起销量平平的 Xbox Series X｜S 主机，微软屡次肯定商业价值的游戏订阅服务 Xbox Game Pass，才明显是这几年 Xbox 品牌的“旗舰产品”。这种前提下诞生的次世代 Xbox，自然也会有所不同。不管是多个媒体爆料，还是微软官方多重暗示，我们几乎可以确信，下一代 Xbox 主机和掌机，会更接近一台 Windows PC，不仅兼容 Xbox 生态，也能和 PC 一样使用 Steam、Epic 等第三方游戏商店。微软 CEO Satya Nadella 在一场访谈中透露：人们认为主机和 PC 是两种不同的东西，这有点好笑。我们打造游戏主机是因为想要制造一台性能更好的 PC，以便可以进行游戏，所以我想重新审视一些传统观念……游戏主机会提供强大的的性能，我认为也会推动系统的发展。微软和华硕合作的 ROG Xbox Ally 掌机，完全可以看作是一台未来 Xbox 的雏形——运行完整的 Windows 11 系统，使用 Xbox 全屏界面覆盖，只启动必要的系统进程，确保硬件能释放出更多性能。这也意味着，所谓的“Xbox 硬件”不会只是微软独家产品，更多 OEM 厂商可以取得授权，打造自己的 Xbox 主机或掌机，就像 PC 产品一样。对比索尼、任天堂这些对手，跳出硬件拘束，平台更广阔的微软，更能把 Xbox 整合成“服务 + 品牌 + 内容”的产品形态，这在游戏行业也是非常少见的。AI、云计算设施上的布局，也是微软这家科技企业独有的优势。一月份，Google DeepMind 发布了三代视觉语言模型 Genie 3，其快速生成可交互 3D 世界的能力，让游戏引擎巨头 Unity，以及Take-Two、任天堂、CD Projekt Red 等制作商股价应声下跌，直观反映了 AI 对于传统游戏制作的冲击之大。▲ Gennie 3 生成的游戏场景选择一位熟悉 AI 的高管出任 Xbox 掌门人，释放的信号已经不能再明显：在这个“AI 改变万物”时代，微软也有意用 AI 来改变传统游戏的创作方式。▲ Asha Sharma 和菲尔 · 斯宾塞这不意味着 AI 就要取代传统的人类开发游戏，AI 只是一种手段和技术，决定游戏灵魂的还是人类的创意和想法，而刚好，微软手里同样也有着不少大名鼎鼎的游戏开发者资源。回到传统的“游戏大战”视角，比起任天堂索尼，Xbox 的处境当然相对较差，面临的压力也巨大，但背靠科技公司的微软，反而手上能整合的资源最多。对于那些原教旨主义的玩家和 Xbox 粉丝来说，很可惜，曾经纯粹的主机和游戏品牌“Xbox”，甚至在菲尔 · 斯宾塞离开之前，就已经“死去”。但对于微软，以及整个 AI 时代来说，一个崭新的 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