Xbox Faces Budget Challenges in EMEA, Says Marketing Director

In an interview with Marketing Week, Michael Flatt, the EMEA marketing director for Xbox, revealed that Xbox struggles with a limited marketing budget in the region, especially compared to PlayStation. Flatt explained that Xbox must adopt a “fiscally responsible approach” and be “quite scrappy” to compete. This comes amid reports of Microsoft shifting focus from console sales in EMEA to Game Pass, Cloud Gaming, PC, and Xbox controllers.