Insert joke here about how Microsoft's layoffs are reportedly so big, they're impacting companies that aren't even part of Microsoft. Oh wait, that actually might be what's happening.

According to industry insider Jason Schreier of Bloomberg, Assembly, a PR agency whose biggest client is Microsoft, is laying off employees today.

In a post on Bluesky, Schreier says:

“The massive Xbox layoffs won't happen until after the fiscal year ends, but the company is already ending contracts and cutting vendors. So Assembly, Xbox's main PR agency, is laying people off today.”

Assembly appears to be responsible for quite a broad range of services, including media planning, communications, marketing research, and more. As for the full extent of its relationship with Microsoft, however, I couldn't find much publicly available beyond the comment above from Schreier.

Xbox is, however, undergoing a significant restructuring as CEO Asha Sharma attempts to make the business more profitable. According to Schreier, Microsoft is ending contracts and cutting vendors, which appears to have resulted in Assembly laying off employees due to a reduction in business.

It's hard to know what to say about layoffs, because I'm sure we can all agree they suck, regardless of the company involved. I genuinely hope those affected are able to land on their feet.

I'm also really curious to see what the next 100 days of Xbox look like. Rumors are everywhere at the moment, with recent reports even suggesting Undead Labs, the studio behind State of Decay 3, could be affected. If that were true, it would be a disastrous decision, especially considering the time and investment that's reportedly gone into the game and just how promising it's shaping up to be.

It's an exhausting time to be a fan of anything lately; skyrocketing prices are sucking the joy out of what would otherwise be fun hobbies. It's not to say that we can't still enjoy things like gaming, but egregious prices certainly put a damper on things.

With all that said, let me know your thoughts in the comments, because I'm honestly just tired of all the negativity surrounding Xbox lately.

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In my MSI Claw 8 EX AI+ review, I pulled no punches, calling it a generational leap in handheld gaming, with Intel's new Arc G3 Extreme chip blowing AMD out of the water.

But the big story, unfortunately, was not so much how good the (terribly named) Claw 8 EX AI+ was, or how Intel is doing some impressive things these days, but rather the $1,799 price, which is probably about $500 more than planned thanks to the ongoing high demand for RAM and storage.

However, if there is one thing I know about PC gaming after 20 years on this site, it's basically that gaming is "recession-proof," meaning no matter how bad economic conditions may get, gamers don't stop spending. Anyone doing research on this will reach the same conclusion: Gamers will spend, and high price tags are no obstacle.

To wit, in checking in Best Buy, Newegg, Micro Center, and B&H inventory levels this past weekend, I noticed the MSI Claw 8 EX AI+ was sold out for shipping and local pickup.

Likewise, checking in on /r/MSIClaw reveals plenty of people sharing photos of their MSI handhelds with early impressions, mini-reviews, and those coveted gaming benchmarks (the tl;dr is near universal praise).

Now, for this story, it is totally fair to point out that each of these stores likely had very limited launch inventory. For all we know, your local Best Buy had one or two units available, so "selling out" here is doing a lot of heavy lifting when you consider availability.

Indeed, MSI (and we suspect Intel) are not the best at stocking MSI Claws. We reviewed last year's model, the Claw 8 AI+, and gave it high praise, but noted how it was impossible to actually buy one. We even launched an MSI Claw inventory tracker, but finally gave up after weeks of no restocks.

This isn't just an MSI issue, either. In December, I noted that Lenovo, literally the world's top PC shipper by a mile, could not keep its Legion Go 2 in stock, either, causing prices to skyrocket even before the RAMpocalypse took full effect on gaming handhelds.

Who knows if we'll even see the SteamOS version, announced at CES earlier this year.

While we think demand is strong for handheld gaming PCs, there are also some hardware shortages at play here.

When will MSI Claw 8 EX AI+ be back in stock?

So, the million-dollar question is whether a new shipment of Claws is en route to your local store?

Probably not.

One Reddit user noted, "I spoke with someone from Best Buy earlier. They said they tried to order more from MSI, but MSI hasn’t told them when they will restock them." That sounds about right for MSI, meaning this could be a weeks-to-months-long wait, and your best bet is to sign up for inventory notifications from whichever store you prefer.

What is likely to happen is that your local Best Buy will get maybe one unit at a time, and whoever gets it first is the winner.

👉I gamed on the new Intel Arc G3 handhelds from Acer and MSI — here's what to expect

As to why this keeps happening, it's like a combo of those high prices, MSI being shy on overproducing what is likely a low-volume product, and Intel likely doing low-yield production on that Arc G3 Extreme chip (currently only MSI, Acer, and some smaller boutique manufacturers like ONEXPLAYER are on board, with some of those devices, like Acer's Predator Atlas 8, coming later this year).

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The death of trust at Xbox may be imminent, if this latest report is to be believed.

One of the most hotly anticipated upcoming Xbox games is State of Decay 3 from Undead Labs. State of Decay is a zombie apocalypse management simulation game, where players in small teams can develop settlements, fight against zombie hordes, and scavenge for supplies. The previous games had a variety of limitations, but many of these have been eliminated in State of Decay 3, which looks incredibly promising.

Despite having trailers at the previous two showcases and a well-received alpha test which boasted thousands of sign ups, Microsoft is exploring selling off Undead Labs and potentially cancelling State of Decay 3 if it can't find a buyer for the team. Given that State of Decay 3 is nearly finished, looks spectacular, and has had multiple trailers — this is one of the most self-immolating ideas I've seen of Xbox since I started reporting on it over a decade ago.

The report comes from GamesBeat, which lists studios having discussions with Xbox leadership. It coincides with information I received over the weekend. Indeed, Undead Labs could be among the studios Microsoft is looking to offload as part of its fiscal year end.

I'm told the cuts are being driven by Microsoft corporate CFO Amy Hood, who has demanded a variety of savings at Xbox to offset losses ... which were also a result of her previous 30% margin demands.

Microsoft has frozen discussions with third-parties for Xbox Game Pass deals (for now), and is exploring a range of measures, which could see Double Fine, Ninja Theory, Compulsion, and others shuttered if Microsoft can't find a buyer or pathway for them to go independent.

Xbox's administrative teams are working 7 day weeks to meet Microsoft's cutbacks, potentially saving studios with sales to third-party suitors or self-funded independence ventures. But for me, we shouldn't even be here.

At the end of the day, to run a business you need to be able to sell things. Some studios haven't sold products in years, eventually the math catches up. At the same time, Microsoft's gaming division had its most profitable year after in the previous fiscal, and Satya Nadella's compensation package was valued at almost $100 million last year.

Gaming is a risky business, and increasingly a luxury business for consumers (in part driven by the RAMpocalypse fostered by ... erm, Microsoft and its AI fad.) With gaming moving further and further into discretionary spending territory, I would argue trust and culture matter more than ever. Microsoft corporate either doesn't understand this, or perhaps more realistically, just doesn't care.

State of Decay 3 is clearly nearly finished. If that isn't safe, how is ANYTHING safe anymore? How can you trust ANY announcement Xbox will make in the near future? How is this not indicative of a Microsoft actively trying to set up Asha Sharma and her team for failure?

State of Decay 3 received multiple trailers. Undead Labs built up a passionate fanbase across decades, and was an early pioneer building games directly with fan-led feedback over the internet.

Microsoft's share price is imploding on fears that it missed the boat on the AI race (which let's be real, it has). And ... its response is to take an axe to one of its only businesses people actually like? Never change Microsoft. (Actually, change, change NOW.)

Are you looking forward to State of Decay 3? Let us know your thoughts on all of this in the comments.

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It was no secret that this year's Call of Duty: Modern Warfare 4 wasn't heading to Game Pass. It's a large part of the reason Microsoft was able to cut the price of Game Pass earlier this year, scoring Xbox a major win during Asha Sharma's first moves as Xbox CEO.

Now, while Sharma has scored some wins, we're all too aware of the concerns surrounding the next couple of months at Xbox, but I digress. What really caught my eye, however, is that Activision is now reportedly advertising Modern Warfare 4 online with a very specific message.

It states, and I quote, "NOT ON XBOX GAME PASS THIS YEAR," while urging people to pre-order the game, which also provides early access to the game's campaign.

I, myself, am actually fine with Call of Duty not being on Game Pass. As someone who didn't enjoy last year's Black Ops 7, even if I had, the money saved from the Game Pass price cut is enough to buy the game each year anyway, which is what I've typically done for my dad. This year, though, he's insisted on Assassin's Creed Black Flag Resynced, despite my pleas to get 007: First Light instead, since we share games.

That said, Modern Warfare 4 does look pretty okay. It's still hard to say, as it does just look like another Call of Duty, but with promises to stay clear of goofy skins and the like, it's at least more promising than Black Ops 7 to me.

Despite it not necessarily being for me, I do still wish Activision the best. As someone who comes from a time when Call of Duty 4 dominated back in the Xbox 360 days, I hope a more grounded Call of Duty can help the franchise return to its roots, and a more grounded Call of Duty is definitely something I can get behind.

Maybe that's just me, though. Let me know your thoughts in the comments, and be sure to take part in our poll!

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Sony just announced that over 550 movies will be removed from the accounts of PlayStation customers. On September 1, 2026, any movies or TV shows from Studio Canal will be removed. The move sparked controversy, drew criticism, and reignited a debate about digital ownership.

Those affected by the maneuver have no recourse to retain access to the content. There's no option to download the content for offline playback on another device. Sony isn't offering refunds either.

Several quotes have popped up repeatedly in online forums about Sony's announcement, such as "if buying isn't owning, piracy isn't theft." But a different quote about piracy came to my mind:

Gabe Newell, the co-founder of Valve, explained that providing excellent service is the best method to combat piracy. He added that, "The easiest way to stop piracy is not by putting antipiracy technology to work. It’s by giving those people a service that’s better than what they’re receiving from the pirates."

Newell specifically referenced localization efforts during his time on stage at the Washington Technology Industry Association's (WTIA) Tech NW conference, but the principles he broke down apply to what Sony is doing.

If "buying" content only gives you access for an undetermined amount of time dependent on volatile corporate licensing deals, the service is fundamentally broken. Naturally, people will look for other methods to acquire the same content.

You wouldn't steal a car

The infamous "You wouldn't steal a car" commercial pushed back against piracy over 20 years ago. The ad has received its fair share of criticism over the years, but please humor me as I look at it from a different angle.

If pirating digital content is akin to stealing a car, what is selling digital content and then revoking access without offering a refund? In this hypothetical world in which physical goods work the same way as digital content, what Sony is doing is like selling someone a DVD then breaking into their house and stealing it back after a few years.

I imagine Sony's legal team is getting ready to argue that people agree to terms and that Sony reserved the right to revoke access. But that's nonsense. When people obtained content through Sony, they clicked a button that said "Buy."

That Buy button was presented right next to a "Rent" button in most cases, meaning Sony was offering people two choices: purchase a piece of content or rent it.

Even Sony's statement sent informing people of the removal of Studio Canal content uses the word "purchased" rather than rent:

"As of 1 September 2026 due to our content licensing arrangements, you will no longer be able to watch any of your previously purchased Studio Canal content and the content will be removed from your video library."

Sony could argue that people purchased a revocable license, but if that's the case the company never should have used a Buy button.

Could this happen to Xbox?

Anything is possible, but I don't want to venture into speculation. We're trying to get confirmation from Microsoft regarding digital ownership of media.

What I will say is that legal protections of digitally purchased content need to be secured. Reportedly, over 90% of Xbox games are purchased digitally. PlayStation isn't that far behind, with digital sales reportedly making up 78% of purchases.

Buying habits have shifted dramatically over the last decade. There are plenty of gamers with entirely digital collections. The advent of online streaming has made physical movie collections rarer, though I know many cinephiles who cling to physical copies.

If companies want to continue to sell movies, TV shows, and games, potential buyers need confidence that purchases are secure. Otherwise, people will take some inspiration from Sea of Thieves.

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Last week, Microsoft quietly announced that it will extend support for Windows 10 through 2027, even though the operating system officially reached the end of support on October 14, 2025. Initially, the company had planned to offer just one additional year of updates under its Extended Security Updates (ESU) program, but the new decision gives Windows 10 a longer lifeline.

However, critics and groups like The Restart Project, which helped co-develop the "End of 10" toolkit to support Windows 10 users who can't upgrade to Windows 11, claimed that Microsoft's move to continue pushing security updates to Windows 10 beyond its end-of-support feels like a last-minute snooze button, which only acts as a band-aid on a bleeding system.

They argued that the move would force up to 400 million working PCs into early retirement, prompting many users to brand it as programmed obsolescence rather than anything else. It also seems like an outright, blatant attempt designed to make users transition to Windows 11.

However, if previous complaints lodged are anything to go by — Microsoft's stringent hardware requirements for the operating system, coupled with arguments of flawed design elements, including unnecessary AI and Copilot integrations, will only widen the digital divide, making the jump even harder.

Currently, users enrolled in Microsoft’s Extended Security Updates (ESU) program will continue receiving critical security patches for one additional year, extending coverage beyond the original end-of-support date of October 14, 2025, through October 14, 2026.

Windows 10

As highlighted in the poll results, a clear majority of participants (68%) indicated they plan to continue running Windows 10 on their devices following Microsoft’s support extension. Interestingly, 19% of respondents said they have already upgraded to Windows 11, highlighting a smaller but notable shift toward the newer operating system.

Granted, only 321 people voted, so we need to take the results with a pinch of salt.

If you are still running Windows 10 on your PC, you can take advantage of the extended lifeline by enrolling in the ESU program for free by signing in with a Microsoft account, or pay for access via 1,000 Microsoft reward points or $30.

Last week, I wrote an article attempting to capture the overall sentiment from the community and tech enthusiasts following Microsoft's decision to extend support for Windows 10 through 2027. It quickly became apparent to me that many people are still running Windows 10 on their devices, with some outrightly calling for Microsoft to extend Windows 10's shelf life to 2028 because 2027 won't cut it.

The conversation about alternative operating systems like Linux also popped up. According to an avid Windows Central reader:

"Linux has gotten way better, and perhaps with some install help it does everything the common folks want to do (read: not gamers or others reliant on some very specific tailored app).

The way Microsoft has been talking about their future makes every conscious consumer know this is only the beginning, and regular os subscription payments, more surveillance etc is coming.

I might buy win 11 based pc in the future when the current one stops working, but I already know it will run Linux just fine, so MS has opened Pandora's box.

Though frankly I'm surprised MS cares so much. corporate world has been their sole focus for over a decade, and they still have a good stranglehold there. ofc one piece of wisdom might be that if people use Linux at home, eventually they'll start asking why we are using MS products at work. We are used to Linux and more competent with apps there."

"What they are admitting is that they are afraid of letting part the 25% Windows base go for Linux or worse, to become botnets for cybercrime after they get infected for lack of security patches, creating havoc," another reader added.

Some users came up with interesting ideas, painting a picture where Microsoft continues to support Windows 10 and Windows 11 simultaneously.

While it seems inevitable for users to eventually upgrade to Windows 11, the current RAM crisis due to AI's heavy appetite for computing power isn't making the jump any easier, as hardware prices are steadily increasing and becoming unaffordable for most people. According to another Windows Central reader:

"That people don't have the money to upgrade at today's prices.

Let's not make too much of this: MS OSes have always run a bit ahead of entry level hardware and conversely, people have always stayed with trailing edge software longer than safe. There are probably still people running Windows XP out there.

The security rationale of W11 over W10 can be debated but in the end, everybody will have to upgrade the hardware...

...when they can afford it. At least MS is being understanding that it's not just parsimony holding people back."

That said, it will be interesting to see if Microsoft will continue to hold its massive dominance in the desktop landscape with Windows.

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It's no secret that due to increasing RAM and NAND (storage) costs, everyone from Apple to Dell to Valve to Xbox is raising prices. And it's the latter here we're concerned with, as this may be your last chance to get the Xbox Series X below $700 until 2028. Indeed, we may not see prices on hardware drop significantly until 2030.

As such, I'm creating this page to show you the latest deals and inventory on the Xbox Series S, Xbox Series X, and associated accessories like the ever-so-important expansion cards.

I'll be updating this page every day, usually multiple times.

Xbox Series X prices

The Xbox Series X (see our updated review) is the top-tier Xbox model and is aimed at 4K/60 FPS gaming for those who want the best and fastest available.

Because it's in such high demand, this one often sells out or goes through frequent and rapid price shifts. We think it's the version most people should buy.

We have seen Xbox Series X (1TB, optical) drop down to $573 in the last few days (during Prime Day), and that could happen again for the July 4th holiday.

Xbox Series S prices

If you want to save some more money and don't quite need the power of the Series X (or simply can't afford it), you can go for the more budget-friendly Xbox Series S. If you're not familiar with this model, you can read our Xbox Series S review (2025) for more context and to see what we have to say about it.

The tl;dr is the Xbox Series X is the more powerful console, built for native 4K gaming, higher frame rates, and larger storage with its 1TB SSD. The Xbox Series S is a smaller, more affordable model designed for 1440p gaming, with reduced GPU power and a 512GB or 1TB SSD.

Both run the same games and features, but the Series X targets premium performance while the Series S focuses on value and accessibility.

The good news is that while the savings are not as much for Xbox Series S, they are often in stock at most stores either for pickup or shipping.

How much (and when) are Xbox prices going up?

Beginning August 1, the Xbox Series X Digital will rise to $749 (up from $599) and the Series S to $499 (up from $399) in the United States, with similar jumps across multiple regions.

And those are the entry-level models!

Xbox Series X (1TB) with optical drive is going up to $799 (from $649), while the Xbox Series S (1TB) increases to $599 (from $449).

To put that in perspective, the Xbox Series X (1TB) with optical drive launched at $499, but is going up a total of $300.

The company cites rising manufacturing and component costs as the primary driver, noting that the broader hardware market continues to face pressure that shows no signs of easing.

Analysts expect component prices to climb again in 2027, driven by supply constraints and increased demand for advanced chips. Microsoft’s own internal projections suggest that the “Rampocalypse” — the ongoing surge in RAM and component pricing — will continue well into 2028, making this price hike potentially the first of several.

For consumers, the timing is significant. Xbox consoles have remained relatively stable in price for years, but this shift signals a new era where premium hardware will cost more to produce and more to buy.

With the August 1 increase approaching, the window to buy an Xbox Series X|S at current pricing is closing quickly. We’ll keep updating this tracker as retailers react, deals appear, and the market adjusts, so you always know the best time to make your move.

What about expansion cards?

If you're picking up an Xbox Series X or Series S, extra storage becomes essential fast. Constantly deleting games or clearing space for updates interrupts play and makes managing your library a chore.

The Seagate Storage Expansion Card for Xbox Series X|S adds more room instantly with true plug‑and‑play support, giving your console the storage it needs without slowing anything down.

Like Xbox consoles, we've seen pricing on these vary a lot, and many times they go out of stock, so give it some serious thought, as we do expect these cards to cost even more later this year.

As to why get a storage card, it really depends on the size of your gaming library.

For instance, Call of Duty: Black Ops 7 alone is 161 GB, without any DLC. The Seagate Expansion Card delivers similar speeds to the native storage of the Xbox Series X|S, so you can store games on the card and play them without having to transfer or delete files.

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As far as skins and cases for electronic devices go, I'd argue that few companies — if any — make products as unique and cool as Dbrand's. Even more than for its edgy and provocative tone on social media, Dbrand is widely known for its premium enclosures that often sport standout and eye-catching designs.

One of these is (or was; more on that below) its Portal Companion Cube case for Valve's newly released Steam Machine that makes the compact gaming PC look exactly like the beloved Weighted Companion Cube from the publisher's legendary puzzle game series. The $99 enclosure quickly went viral and launched to extreme success last week...but ultimately, I'm sad to report that success was very short-lived.

On Monday, soon after fans noticed the Companion Cube case was recently wiped from all Dbrand channels and platforms, the brand announced that the skin has been canceled following a takedown request from Valve. It explained that it neglected to acquire a license from Valve to create and sell a Portal-themed product, leading to the cease and desist.

"The blunt version is that we made the Companion Cube without a license from Valve. Everyone who purchased a Companion Cube will have their refund issued by end-of-day," Dbrand wrote in its statement.

"On November 12th 2025, the day the Steam Machine was announced, we put up a concept render and sign-up page to see if anyone would be interested in a Companion Cube enclosure. It went moderately viral, with over fifteen thousand people signing up to be notified in the first day," it continued. "In the months that followed, we built the idea into something real without ever asking Valve if we could. We’re going to regret that decision for a very long time."

RIP Companion Cube from r/dbrand

Dbrand went on to say that it invested seven months of hard work into the project and was extremely proud of how the case turned out, but also acknowledged that all the time and effort still didn't give it the right to create the enclosure without licensing or permission.

"Unfortunately, being proud of the thing we made did not give us the right to make it. We launched around 3am on Monday, June 22nd. Overnight, it became the second-fastest selling product in our 15-year history, behind only the Switch 2 Killswitch," it said.

"Shortly after, Valve’s legal team reached out. They stated that the Companion Cube is Valve intellectual property, for which dbrand does not have a license," the brand added. "They requested we take down the product and launch film immediately. This was entirely within their rights, and they were direct, fair, and respectful throughout."

Dbrand attempted to see if Valve would be willing to license the case, but it ultimately said no, leading to the project's cancellation. It noted that "Given our backwards approach of building first and asking permission later, it was a fair answer."

"To everyone who was as excited about this project as we were: thank you, and sorry. Refunds are being issued today. If it hasn’t landed in your account by the end of this week, you know how to reach us," the company concluded. "To Valve: thank you for Portal, and sorry for the headache. We should’ve asked first."

It's true that Valve ultimately didn't do anything wrong here, but regardless, I'm really sad that the sale of this Steam Machine case has been halted, as it's incredibly cool and undoubtedly one of the sweetest ones we'll ever see for the system.

Would you like to see Valve change its mind and work with Dbrand to license a Portal Companion Cube case for the Steam Machine after all? Let me know in the comments, and in our poll.

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Thanks to the rise of AI and its insatiable hunger for all the silicon its manufacturers can get their hands on, the last several months have been very rough for the tech industry and any consumer interested in purchasing new electronics. Ongoing RAM and shortage shortages show no signs of recovery any time soon, with prices continuing to rise and supply continuing to fall.

Gaming is one of many verticals that's been hit hard by the hardware crisis, with Microsoft recently announcing huge Xbox console price hikes that go into effect in August and Valve debuting the Steam Machine with a controversial $1,000+ price tag that was set with current market conditions in mind.

Naturally, many have wondered if PlayStation maker Sony also plans to raise the cost of its PS5 consoles soon — and interestingly, according to an answer from a recent Q&A session within the company, it sounds like a price increase may be in consideration.

"First, we regard hardware as the base for providing the gaming experience, and by offering products such as the PlayStation Portal Remote Player (PS Portal), we aim to provide experiences tailored to users’ play styles beyond the living room, which has traditionally been considered the primary usage environment," Sony replied to a question about hardware prioritization and profitability moving forward.

"As for pricing, it is not realistic for us to absorb all component cost increases, and we have already implemented some price increases outside Japan," the firm continued. "At present, however, sales are proceeding as planned, and we do not believe this has led to a decline in customer demand."

The key takeaway here is that Sony doesn't "intend to sell hardware at significant losses," which suggests that it might follow in Microsoft's and Valve's footsteps by raising the price of PlayStation consoles to offset the ballooning costs of RAM and storage.

"As a principle, we do not intend to sell hardware at significant losses. At the same time, we are carefully monitoring the market and continuing to evaluate our approach," it added. "We believe it is important for us to make every effort to ensure that customers fully understand the value we provide in relation to pricing."

It's worth noting that as Sony mentioned, it's already given the PS5 a price hike once this year, and clearly doesn't want to make them more expensive again. That being said, if component costs continue to become more and more untenable, it may not have a choice if it wants to avoid "significant losses."

All in all, right now is just a bad, bad time for tech hardware, whether you're looking to buy devices or market and sell them to the masses. I don't envy console makers like Microsoft and Sony right now...even if it's not lost on me that these companies have contributed to the problem by helping to fuel the push for AI.

I fear the business has some dark years ahead of it, and that we'll see next-gen consoles like Xbox's Project Helix and the PS6 retail for over $1,000 like the Steam Machine has. I can only hope that won't be true, but according to analyst Joost van Dreunen, "north of a grand is the floor." My hopes aren't exactly high.

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Another day, another Xbox rumor! Today's revolves around Xbox Game Pass, Microsoft's controversy-prone subscription service giving access to hundreds of games on a monthly subscription.

Xbox Game Pass took a battering last year when Microsoft made the spectacularly ill-advised move of making it $30 a month — a 50% increase. In one fell swoop, Microsoft destroyed one of its most stable revenue drivers for its gaming operation, leading to the biggest decline its seen in its history.

New Xbox CEO Asha Sharma remarked a few weeks ago that, now that Game Pass Ultimate has returned to a far more respectable $22 per month, they've started seeing growth return to the service. But I am curious if it's anywhere near back to previous levels.

Indeed, Asha previously spoke about Game Pass retention, and the business model revolves entirely around offsetting churn, i.e., the number of users subscribing month in, month out. If you make it too expensive, you risk users unsubscribing and never coming back. Subscription services work best when people subscribe and then ... just leave it rolling in perpetuity. If you make it so expensive that it becomes discretionary spending, it's going to end up being a net loss per head, rather than habit-forming perpetual income.

That's why I'm casting "big doubt" over this latest Xbox Game Pass rumor, which suggests Microsoft is no longer planning to new third-party funding for new Game Pass titles (via Insider Gaming).

During an episode of The Business of Gaming PodcastFernando Rizo of Caboodle Games shared rumors that Microsoft "rug pulled" Game Pass deals from industry colleagues Rizo had spoken with recently.

"I was at a trade show in Italy, had some nice lunches, some nice dinners with industry colleagues. Word on the street was that loads of people who were in the frame for Game Pass deals. You know, nothing was inked yet, but the deals were in advanced discussions. Everybody got the rug pulled out from under them."

I'm not doubting the idea that Microsoft cancelled discussions. But it has been used to frame an idea that Xbox is done completely with third-party deals for Xbox Game Pass.

Right now, Xbox is undergoing something of a "reset," with new CEO Asha Sharma and CSO Matthew Ball reviewing practically every corner of the business, including deals like the above. Microsoft's fiscal year is ending too, where budgets will be allocated (or re-allocated). Microsoft is exploring closing down entire studios at Xbox as part of this "review," so it stands to reason that some ID@Xbox deals might've been skewered in the cross-fire. I know of at least one example of a third-party Game Pass deal that didn't go through as a direct result of July re-budgeting.

But that doesn't mean they're done with Xbox Game Pass deals forever. Indeed, at least one industry publishing figure Stephen DuCrest poured cold water on the rumors earlier, saying it wasn't "remotely true."

Even if some deals had fallen through, I would expect as soon as next week or the week after when Microsoft's next fiscal starts, discussions for funding will immediately resume. The bottom line is simple: Xbox Game Pass needs content in order to operate. With Xbox rumored to be gutting first-party content, I expect it to lean even more into third-party deals, rather than less. But hey, Microsoft works in mysterious ways, as we all know.

Either way, I've reached out to Microsoft and other sources to get some firm clarification, but wanted to share some thoughts ahead of that. I'll update this article soon with more info.

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The PC market is in shambles these days, and it's so bad that you don't have to be an enthusiast builder to feel the effects of RAM and storage shortages. Heck, even my less-tech-savvy parents are asking what's going on.

Last week, I wrote a lengthy analysis about the RAM crisis and when it might end, and I came up with answers that no one wants to hear.

It essentially boils down to the global supply of DRAM being so short and the demand for AI datacenters being so high that it will likely take until 2028 to see any easing at all, while more pessimistic views extend the crisis into the 2030s.

I mentioned that I wasn't explicitly calling out collusion on the part of the three big DRAM producers who control 90% of the world's supply, but I might have been wrong.

Samsung, SK hynix, and Micron are facing a class-action California federal lawsuit alleging that they've been deliberately fixing prices and squeezing supply to drive up costs for regular consumers like you and me.

The lawsuit, reported by Law360 (via VGC), accuses the three memory makers of working together to reduce production of DDR3 and DDR4 memory while at the same time dialing their DDR5 production towards High Bandwidth Memory (HBM) that's used in AI data centers.

Citing the ongoing "RAMpocalypse," the lawsuit alleges that the "DRAM oligopolists" raised prices "with mind-blowing scale and rapidity." The lawsuit has been filed by a "class of individual and business consumers."

The lawsuit's argument is fairly straightforward. A healthy market with actual competition would see increased supply alongside rising prices. If RAM gets more expensive, it makes sense for RAM manufacturers to produce more in order to capture demand and undercut each other.

That isn't currently happening. The lawsuit alleges that the three big DRAM companies all moved in the same direction at the same time, and prices kept rising. Hard to argue with that claim.

The suit also says that "consumer purchasers of conventional DRAM and devices incorporating it have paid supracompetitive prices and have otherwise suffered the impacts of a distorted market crippled by the behavior of DRAM oligopolists." Again, I can't argue with that.

Why this lawsuit matters for regular PC users ... and practically everyone else

The global DRAM crisis isn't just affecting PC builders. Memory prices affect practically every device out there, and it's becoming increasingly difficult to find any shelter from the storm.

For example, Xbox just announced last week that it's raising console prices. Apple announced it's raising MacBook prices. Valve's Steam Machine costs $1,049, whereas it should have probably made its debut somewhere around $700. Surface PC prices went up a few weeks ago. I could go on.

None of these price increases happened just 'cause, and the lawsuit indeed argues that artificially constrained DRAM supply is a significant part of the reason.

Can any new DRAM makers challenge the current oligopoly?

The lawsuit also raises concerns regarding how insulated the three big DRAM producers have become over time. Building even one DRAM fabrication plant costs billions of dollars and takes years, never mind the expertise required to keep one running.

Although Chinese DRAM manufacturers like CXMT and YMTC are slowly picking up Steam, export and supply controls imposed by the US don't help the situation.

The result? It's almost impossible for anyone to step in and compete with the big three manufacturers.

The DRAM oligopoly has been in legal trouble before

As noted in the lawsuit filing, Samsung, SK hynix, and Micron are not strangers to DRAM price fixing.

Samsung and SK hynix were accused by the US Department of Justice of price fixing between 1998 and 2022. Samsung ended up paying a $300 million fine, while SK hynix paid a $185 million fine.

Micron managed to avoid a similar fine after it reported "the conspiracy" and cooperated with officials.

It's well worth pointing out that nothing has been proven in court regarding this new lawsuit. As far as I can see, none of the three companies has offered a public statement, either.

Do you think Samsung, SK hynix, and Micron have indeed been conspiring to keep RAM prices high? Or is it just a lucky coincidence? Let me know what you think in the comments section below!

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In what I can only assume is one of the first of many similar projects, a 3D-printed Steam Machine clone is making the rounds online. The custom gaming PC comes from Jacob Terkelsen, an AMD AI GPU engineer who recently posted his personal creation on X.

The Terk Box v1.1, as it's known, is a compact mini-ITX build that uses a custom 3D-printed case that you, too, can download and try out if you're so inclined. It's available on Printables alongside a parts list, which was created by a user named 3DCatt.

The custom chassis measures 167mm x 168mm x 225mm (6.5 x 6.6 x 8.8 inches), which puts it very close to the Steam Machine's dimensions. According to the parts list, the custom gaming PC uses a mini-ITX motherboard with a 400W FlexATX power supply unit (PSU).

It's unclear exactly what performance hardware and cooling solution was used for the build, but, as Terkelsen points out, additional ventilation had to be added to the back of the custom PC to keep the RTX 5060 GPU from thermal throttling.

Terkelsen notes that he's working with 3DCatt to improve the design, so it's highly likely that this neat little project will continue to evolve over time.

Considering the Steam Machine's custom AMD GPU with 8GB of VRAM can be lined up with an RTX 3060, the RTX 5060 in the Terk Box represents a rather huge performance uplift. However, it's not all sunny days.

Steam Machine or a custom PC? It might be harder to choose than you think

Since Terkelsen's tweet has been receiving a lot of attention, he returned to add some context about the overall project.

He notes that the cost of this custom Steam Machine is "nowhere close to $1000," which refers to the $1,049 price that Valve set for its new PC. He adds, "People fail to grasp how difficult SFF builds are..."

Terkelsen also clearly states that he recommends "the fully-engineered solution Valve has designed, from the software to the mechanical design."

It's not hard to see why. The Terk Box v1.1 is an interesting project that enthusiasts will get a kick out of, while the Steam Machine is a commercial product that underwent years of revisions and careful tuning. It arrives ready to play, no assembly required.

The worst part, and one that reflects the overall state of the PC component market, is that even a custom build like this costs a lot of money.

One last thing — the Terk Box v1.1 runs on Windows 11 with Xbox Full Screen Experience (FSE). In reply to some comments, Terkelsen says that "Linux is far better these days, and this build would support Bazzite or CachyOS." Let me know in the comments section below if you agree.

Valve's SteamOS so far only works with AMD GPUs, but Valve has publicly stated that it's working with NVIDIA to bring support to RTX GPUs.

It's clear that we're in the early days of Steam Machine knockoffs, and I expect there to be plenty more arriving in the near future.

(via Hackaday)

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Xbox mode only rolled out to Windows 11 with the May 2026 Security Update, but the feature already has a name change in the works. The latest Windows Insider build shows "XBOX mode" rather than "Xbox mode."

The change is small, but it reflects the rebrand Microsoft is in the middle of. Earlier this year, Xbox CEO Asha Sharma polled people on X asking if the name of the brand should be Xbox or XBOX. The overwhelming majority preferred the all-caps version, and Microsoft listened to the feedback.

In several places, Microsoft has swapped in the XBOX name. The official XBOX website and XBOX social media handles show the all-caps version. Even the Microsoft Store shows love for capital letters.

Sharma has made more meaningful changes to the XBOX brand since being promoted, but the XBOX rebrand is quite visible. The move aligns XBOX with the original console, which is a clever bit of marketing.

The change was flagged by X user @phantomofearth. Microsoft's release notes for Windows 11 Experimental Build 26300.8758 do not note the new name for XBOX mode.

XBOX mode (and Xbox mode) was originally called "Xbox Fullscreen Experience." Throughout all three names, the concept of the feature has been the same: provide a console-like experience on Windows 11.

When enabled, XBOX mode makes Windows 11 open with a controller-friendly interface that also works well with built-in controllers on gaming handhelds. Microsoft has worked on XBOX mode for a while and overcome some awkward limitations. For example, it's now easier to sign in to Windows 11 when in XBOX mode by using a PIN.

XBOX mode also prioritizes gaming and reduces background tasks on Windows 11. It can free up to 2GB of memory on your PC, according to Microsoft. Considering it's increasingly expensive to get a PC with a lot of memory, freeing up 2GB makes a big difference.

The next generation of Xbox, known currently as Project Helix, is meant to run some form of XBOX mode. Before that device ships, XBOX mode needs more meaningful changes to smooth out the experience. We spent a week with XBOX mode last month and had a mixed experience.

Microsoft is aggressively pushing improvements to Windows 11 through its K2 initiative. Among those upgrades will be a smoother gaming experience. But for now, we can enjoy the unified branding of XBOX mode.

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Update (06/29/2026, 4:20am EST): The WD_Black C50 1TB Expansion Card for Xbox Series X|S is no longer in stock at Best Buy. ~ Alexander Cope, Staff Writer

Original article (06/29/2026):

Seagate's Storage Expansion Cards are one of the most popular plug-and-play SSDs for Xbox Series X|S for their increased install space and high read speeds. However, their high listing prices make them somewhat undesirable for the average player, especially during the ongoing memory crisis that has made tech so unaffordable.

Fortunately, Western Digital's WD_Black C50 Expansion Cards offer a cheaper means of adding storage while maintaining similar read speeds, and its 1TB model is now on sale with a 58% discount for $149.99 at Best Buy.

Why buy the WD_Black C50 Storage Expansion Card for Xbox?

The biggest draw for Western Digital's WD_Black C50 Storage Expansion Cards for Xbox, aside from having chunky install spaces (which include 512GB, 1TB, or 2TB models), is that they allow a player to play games directly installed on the card without having to move them into an Xbox's internal SSD, saving them from tedious game file shuffling and deletion.

Of course, being able to play games directly from the card won't mean much if they don't run well. However, with the power of Xbox Velocity Architecture, the WD_Black C50 Storage Expansion Cards can deliver fast and seamless performance rates for games installed inside them while improving load times and input detection speeds using a Superspeed NVMe Core.

Other notable features include Quick Resume Support so it can suspend a game and let you pick up exactly where you left off, and ease-of-use as you only need to plug the card into Xbox Series X|S's dedicated expansion card slot for it to work - no wires needed.

So, if you're hungry for more space for your Xbox, especially as newer games like Call of Duty: Black Ops 7 require over 161GB (and that's just for the base game alone without DLC add-ons), then the WD_Black C50 1TB Expansion Card will satiate it for a good while.

FAQ

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The 2026 XBOX Games Showcase was undeniably packed with exciting game reveals from AAA studios and independent teams alike, but there was one particular reveal that I can’t stop thinking about. As soon as the large purple text and adorably odd bird-like creatures appeared on screen, I recognized the art style. Everybody’s favorite little purple dragon was back to face a new foe, albeit with a little more of a mature redesign that reflects some of the new gameplay mechanics.

Toys for Bob unveiled Spyro: A Realm Beyond in a flashy cinematic trailer, complete with a tease for our hero’s newest ability — goodbye gliding, hello flight. Spyro can be seen soaring through the air with his new skill: freely flying through the arches of a bridge and collecting orbs in the sky of the beautifully color-saturated world, where the danger of a dark and mysterious big bad lurks above the clouds.

The reveal for Spyro: A Realm Beyond has been nothing shy of successful. The cinematic reveal trailer on the Spyro The Dragon YouTube channel has amassed more than 16 million views in just two weeks. Add yet another million when you combine view counts across the XBOX, Nintendo, and PlayStation channels.

But the successful revival of Spyro almost didn’t happen. Toys for Bob had to return to its independent roots after being targeted for closure by Activision to give its beloved purple dragon his big-boy wings.

The path forged by Toys for Bob — avoiding closure and spinning out to become an independent studio that continues to work in partnership with Activision and XBOX to publish its next game — could prove to be the solution that just might save studios like Ninja Theory and Compulsion Games, which are rumored to be next on the chopping block under new XBOX CEO Asha Sharma’s “reset.”

A notable history that led to a radical plan

Few game studios make it to see their 35th anniversary. With the tumultuous state of the games industry today, that elite club seems even more elusive. But Toys for Bob, originally founded in 1989 and operating as a partnership between founders Paul Reiche III and Fred Ford until the pair incorporated the studio in 2002, has somehow managed to not just see the 35-year mark — it has surpassed that milestone and continues trucking along, creating mesmerizing and meaningful digital worlds for a dedicated fanbase.

However, the Toys for Bob story is one of resilience. In 1990, the studio changed the landscape for science fiction games with the release of Star Control, followed by the 1992 sequel Star Control II with Accolade, Inc. and Crystal Dynamics as its publisher. Toys for Bob continued its partnership with Crystal Dynamics until the early 2000s, when it faced a layoff following the release of Disney’s 102 Dalmatians: Puppies to the Rescue.

The studio found a new publisher in Activision and was fully acquired by the publisher in 2005. Activision then merged Toys for Bob with Vivendi Games, which held the rights to the Spyro IP at the time, setting the studio up to launch the Skylanders series and pioneer the toys-to-life game genre. “We had a fantastic, successful partnership over that time,” Toys for Bob studio head Paul Yan said in a recent IGN interview. Toys for Bob’s time with Spyro didn’t end there, as they then released the Spyro Reignited Trilogy in 2018.

After the unbelievably successful launch of Call of Duty: Warzone in March 2020, however, things changed for the studio as Activision began to allocate all of its studio teams to the resource-hungry free-to-play battle royale. Toys for Bob took its place as part of the dozen-plus studio machine that was fueling Call of Duty in addition to providing support for Overwatch 2 and other Activision properties.

“Toys for Bob stepped up to support those initiatives, and those teams, and those games. We’re very proud of the work that we did, but deep down inside, we knew it wasn’t the right fit. We were getting away from the types of games that we love to make and that we’re best known for doing,” said Yan.

Activision was then acquired by Microsoft in 2022. Despite statements by then Microsoft Gaming CEO Phil Spencer on the potential for studios to revive past IPs, Toys for Bob still found its studio offices closed down amid massive layoffs that affected 1900 jobs across Microsoft’s workforce in January of 2024. Just four months later, Toys for Bob successfully spun off from Activision and regained its independence.

How to save a game development studio the Toys for Bob way

Toys for Bob’s plan was unprecedented. Buy back its independence. Take back creative, financial, and organizational control. And preserve its tenured team. For the plan to succeed, it hinged on the past success of Spyro. The team pitched a new Spyro title, published by Activision and XBOX with plans to drop day one on XBOX Game Pass, to secure its future. Two years after going independent, the Spyro: A Realm Beyond trailer showing up during the XBOX Showcase feels like a step in the right direction for a radical plan at independence paying off.

The more things change, however, the more they stay the same. XBOX has a new CEO with fresh eyes for the future of the company, but rising hardware prices and ballooning development costs are cutting into the bottom line. We’re told a ‘hard reset’ is on the horizon. Microsoft-owned studios like Ninja Theory and Compulsion Games are the new sacrificial lambs sitting on the proverbial chopping block, despite a strong showing for Senua at the 2026 XBOX showcase and South of Midnight’s ongoing award-pick-up spree.

Studio closures are a scourge on the gaming industry. Studios are often formed from teams that come together organically to bring life to a creative vision, and then those studios are scooped up by publishers who promise financial security. Then, when the tides of a fickle industry shift, the studio is shuttered, and creative talent that was being fostered finds itself fractured between other studios, where the cycle starts again. That’s without taking into consideration the talent that simply leaves the games industry altogether.

Spyro: A Realm Beyond was more than just a game announcement. It felt like a victory lap for independent game development and a survival plan for how studios could keep things together even in the face of closure.

Should Asha Sharma consider taking any pages from Phil Spencer’s playbook as CEO, I hope it’s the one that saw fit to accept Toys for Bob’s independence plan so that we can continue to see studios in danger of closure have a chance to stand on their own and create what they love. When studios like Toys for Bob have the opportunity to return to their independent roots and keep creative teams together rather than just finding locks on the studio doors, consumers win.

With any luck, the radical plan that let Toys for Bob become an indie studio with creative control can serve as a roadmap for studios like Ninja Theory and Compulsion Games if the rumors of their impending closures turn true. If there's anything the games industry can use right now, it's radical plans for independence that pay off.

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In recent months, Microsoft has taken significant steps to improve the Windows 11 user experience through its Windows K2 initiative, including scaling back where Copilot and its integrations appear across the interface.

And now, these efforts appear to have extended to Microsoft Edge. As spotted by Neowin, Microsoft has decided to discontinue its AI-powered history search feature in the Chromium-based browser

"Enhanced search finds sites in your History even when you use a synonym, phrase, or typo," Microsoft added. "After this feature is turned on, sites you visit will be shown in enhanced history search results. An on-device model is trained using your data, which never leaves your device and is never sent to Microsoft. Admins can use the EdgeHistoryAISearchEnabled policy to disable this feature."

Microsoft promised that the feature would leverage on-device AI, keeping your data private, secure, and away from the cloud. It's worth noting that the feature was rolling out to users in waves.

The company has since made an update on the Microsoft 365 Roadmap entry (dated June 25, 2026), indicating:

"We have decided not to move forward with this change at this time. We apologize for any inconvenience."

Neowin reported that many users described the feature as "creepy," while others voiced concerns about trusting Microsoft to keep their data on-device. Some also criticized it as yet another attempt to turn Edge into bloatware.

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If, by some miracle, you've been living on the moon in a soundproof dome for the last six months, you may not have noticed that gaming hardware has grown extremely expensive, making the hobby a mostly miserable affair for all involved. We first called it the RAM crisis, but the sad reality is that it's now spilling over into storage, and experts are predicting a grim future.

It's shredding PC gaming, as Valve's much-anticipated Steam Machine launched at over $1,000 for its cheapest model — a higher price than most might have expected — with its creators explaining that it "reflects the state of the world". Consumers are flanked at every turn, as anyone planning to buy older generations of memory sees that DDR4 and even DDR3 prices are going up.

It's easy to point fingers at Microsoft, given its undeniable, if somewhat retracted, obsession with AI, whether that's Copilot in Windows or an implementation across its Azure cloud stack. And let's be honest, it's not without irony that XBOX CEO Asha Sharma said that "gaming is becoming unaffordable" just before the brand announced a price increase on its consoles.

Sure enough, Xbox's Matthew Ball agrees that "crisis is the right term", and the effects of expensive RAM will undoubtedly be felt in the lead-up to its next-gen Project Helix console — which supposedly behaves more like a gaming PC — and who knows what its launch price might look like (over a thousand dollars?) In fact, hardware pivots are already appearing in Microsoft's PC hardware, as the Surface Laptop returns with 8GB of RAM to keep costs down.

I know, I'm hardly a beacon of good news or hopeful visions of the future, but this AI bubble will presumably break at some point, and it's good to take stock of what options we actually have. The usual midsummer onslaught of sales events brought some relief with retailer discounts, and pre-built gaming PCs maintain a hint of value throughout. Still, prospective buyers will have to brace for an inevitable sting if they plan to grab something later this year (or into 2027).

If you're interested in console gaming, you're looking at a minimum of $749.99 for a digital Xbox Series X — that's the one without a disc drive — or $499.99 for a similarly discless (and less powerful) Xbox Series S. On Sony's side, a PS5 Pro is now $899.99, or at least $599.99 for a digital base PS5. That's without any games, by the way, and Grand Theft Auto VI recently confirmed a $99 price tag for a code of its Ultimate Edition with all in-game content intact.

Gamers at large are already expected to spend close to $1,000 just to get started. The entire situation is absurd and unfair, but it puts the price of handhelds like MSI's $1,799 Claw 8 EX AI+ into perspective; that's just how much this kind of ultra-enthusiast hardware costs now. The whole thing reminds me of a bygone era of crypto mining that drove up GPU prices, but this time, it's bigger and even more insulting.

So, what are you supposed to do? You can penny-pinch your way through buying discounted and second-hand hardware, or you can submit to a future of subscription-based gaming streamed from the cloud. If you don't already own an Xbox, I'd suggest picking one up before the price increase happens in August, but that's about all you can do. Stay strong, gamers.

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Two more Surface devices were announced this week, at least technically. The ongoing RAM crisis forced Microsoft to follow in the footsteps of Apple and Acer by making laptops with 8GB of RAM in 2026.

During a week full of deals through Amazon and other retailers, Microsoft took a different approach to make its Surface devices more affordable, at least for certain models. The Surface Pro 12-inch and Surface Laptop 13-inch can now be bought with just 8GB of RAM.

Those versions with less memory start at $849 for the Surface Pro and $949 for the Surface Laptop. I'm happy to see more affordable options, but Microsoft's timing was poor. Raising Surface prices during Prime Day meant better hardware was at or near the same pricing as the cheaper Surface Pro and Surface Laptop. And with other retailers dropping prices to compete with Amazon, the new Surfaces are a bad value.

Dell’s XPS 13 with a Snapdragon X Elite, 32GB of RAM, and a 512GB SSD is still $999.99, which means better hardware is sitting only $50 above Microsoft’s new “affordable” Surface models.

Deals, discounts, and rising prices were the focus of this week, but we also saw Windows 10 support extended and Bill Gates weigh in on AI. Here are the biggest stories from the week.

Biggest News of the Week

Microsoft is in a no-win situation with pricing. RAM and other components continue to go up in price, so manufacturers have to adjust to match. Even Apple, which was more insulated than most due to stockpiles of components, had to increase the cost of MacBooks, iPads, and other devices.

As a result of shortages, Microsoft has had to raise the price of hardware. Since people still need laptops at somewhat reasonable prices, models with 8GB of RAM can fill that gap.

8GB of RAM is better than many assume on a Windows 11 PC. Our Cale Hunt said using a device with that amount of memory is "Not only viable but quite enjoyable." Since that's the case, more affordable Surface devices are good news.

But announcing a Surface Pro and a Surface Laptop with lower price tags in the same week as one of the biggest shopping events of the year is a strange strategy.

A Surface Laptop with a Snapdragon X Plus, 8GB of RAM, and 256GB of storage costs $949.99 through Microsoft's website. The Dell XPS 13 (9345) with a Snapdragon X Elite, 32GB of RAM, and 512GB of storage is on sale for $999.99 through Dell.

Maybe Microsoft should have rolled out its cheaper Surface devices a bit earlier or held off until other sales ended.

Shopping with Sean

The best deal of the week is still up for grabs despite Prime Day ending, and it's the laptop I just highlighted. Dell's discount on the XPS 13 with a Snapdragon X Elite drops that premium laptop to $999.99. That discounted price looks even better after Apple raised the prices of its MacBooks.

If you want something newer, the HP OmniBook Ultra 14 is $650 off. That gorgeous laptop is powered by the Snapdragon X2 Elite. I'm jealous of our Senior Editor Zac Bowden because he got to review it (the OmniBook 14 Ultra earned a perfect score in that review).

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Amongst what feels like a deluge of bad news for Xbox right now, from console price rises (again) and threatened studio closures, it seems GTA 6 preorder sales data has become the next battleground for which fans and publications are using to stick the knife in. There’s a particular social media post right now being shared from IGN stating that, based on their affiliate data, PlayStation is outperforming Xbox on GTA 6 preorders by a rate of 8-to-1.

Windows Central can confirm that we’ve received a statement from an Xbox spokesperson on this matter: “This doesn’t represent pre-order data. We’ve had record orders. People should wait for real data and not clicks on affiliate links."

Why affiliate data isn’t reliable on its own

We’re living in an era where social media narratives often outpace verified market reality, and to be clear, IGN does state in the quote that it's based on their own community data. But it’s worth noting that while it is likely true that PlayStation is receiving more orders based on their console share of the market, nobody actually knows the concrete sales data yet, and relying on affiliate linking programs from one website to draw broad conclusions about the state of affairs is a shaky tactic.

But it IS one that’s gathering traction as it’s being amplified by reports such as this one from Vice, and it’s gathering significant engagement. Engagement that will no doubt have reached the general public outside of the gaming sphere, too, as it's being shared around on Instagram, X, and other platforms.

Affiliate programs track user traffic and clicks directed through specific retail links. Such data inherently reflects the specific demographics, regional biases, and shopping habits of a single publication's readership rather than being a mirror for total industry performance. Treating click-through metrics as a proxy for platform health risks spreading misinformation, as can be seen in the current cycle regarding Grand Theft Auto 6 preorders.

(Speaking of which, we have our own list of links for pre-ordering Rockstar’s highly anticipated game, so go check that out. Girl's gotta plug!)

RELATED: Everywhere you can buy GTA 6

An unquestionably rocky time for Xbox

The discourse right now is occurring against the backdrop of an incredibly volatile console market. There’s a perfect storm of economic pressures, including the significant price hikes taking effect on August 1, 2026, on Xbox consoles, driven by the global crisis in memory and storage component supply.

On a personal note, I’ve wondered why Xbox, during the week of GTA 6 preorders, would choose this moment to announce price increases. GTA 6 is the final major catalyst that will push many remaining Xbox One and PS4 users to the current generation, and both Microsoft and Sony should be utilizing this to their full advantage. While Sony will likely announce its own price increases, waiting until after GTA 6 has launched could be a savvy move to maintain goodwill with the general gaming public, letting Xbox take the brunt of the frustration during a critical sales window for both platforms.

However, by announcing these hikes in advance, could Xbox have actually secured a surge of panic orders during Amazon Prime Week? If we were to look at our own affiliate data, we saw significant click-through rates on discounted Xbox Series X units at Walmart and Target. But for the reasons I have already mentioned, to base a market analysis on that would be biased reporting. Our audience, which is already invested in the Microsoft ecosystem, is naturally drawn to deals on Xbox hardware; that doesn't necessarily reflect the wider gaming community, does it?

RELATED: Cheapest way to get GTA 6 on both Xbox and PS5

It’s more important than ever right now for the gaming community to distinguish between anecdotal affiliate traffic and concrete commercial data. As our Xbox contact noted, waiting for official comprehensive sales reports is the only way to gauge the true state of the market. Until then, statistics derived from click-based affiliate programs should be viewed for what they are: a measurement of a specific website's outgoing traffic, not a reflection of the global gaming state of affairs.

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