Julie Larson-Green confirmed as Don Mattrick's replacement as head of Xbox

Major corporate reshuffle sees Microsoft's IEB replaced by new Devices and Studios Engineering Group.

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allformats3243d ago (Edited 3243d ago )

I have no problem with women heading companies because women are awesome. I have a problem with this because Mrs. Larsen is NOT a gamer...

... And it should always be a gamer heading the Xbox division. Just like Tretton of PlayStation, along with Cerny and Yoshida. They are all gamers.

This is disconcerting.

Dno3243d ago

dude, you do not have to state the "I love women in high places" crap we understand this has nothing to do with sex this is a bad hire for gamers man or women.

Hopefully time will tell.

allformats3243d ago

@Dno. Yeah, but you know how some people are, quick to accuse. But yeah, you're right. I cannot see how this helps Xbox.

papashango3243d ago

but dem botox lips

clearly the best person for the job.

JohnnyBadfinger3243d ago

Great... Now their will be apps dedicated to baking and knitting...
God damn it MS!
I really want the Xbox one but your making it so hard for me to make the leap!
Sony haven't tempted me enough to jump ship but I swear your making me walk the plank....

malokevi3243d ago

I don't think its a bad decision. After all, nobody liked Don.

A women may be at the head, but that isn't where most of the decision making gets done. You can bet your bottom dollar that there are plenty of people at MS working in the Xbox division who are highly skilled and passionate about what they do.

Just another figurehead. Easy on the eyes, too...

nukeitall3243d ago

We don't know if this is good or bad primarily because she has no history.

Understanding gaming, but no business sense isn't good, nor is great business sense, but not understanding gaming.

A good example is Peter Moore, before working at Sega and subsequently MS, he actually worked at Rebook!

No experience with gaming, but a great leader for Xbox!

Remember, I said it first! :D

abzdine3243d ago

Let's hope she can stop the hémorragie they've started. I'm not sure about her knowledge about games like all the others but only time will tell

sengoku3243d ago (Edited 3243d ago )

this wont change the heading xbox was taking.

they sure had an opportunity to change the heading and give xbox one a much needed boost in the arm by appointing a great leader as the head of the division.

but no, i bet you nothing has changed and this change, the streamlining of divisions was planed months or maybe years ahead of time the bad xbox one launch just gave m$ the opportunity the make the changes earlier that all.

mewhy323243d ago

Well. I don't see how she could screw it up much worse than it already is. LOL . The first thing that she should do I cut the price to match PS4.

OC_MurphysLaw3243d ago

@Dno " this is a bad hire for gamers man or women.

Hopefully time will tell. "

How about we wait and see what her vision is and here her speak? Maybe let her make some choices before we cast stones?

I for one say, show me your vision for Xbox and lets see what happens Next. Gamescom is just around the corner, I am sure she will make an appearance.

dedicatedtogamers3243d ago

This is bad news for a couple of reasons:

1) Larson-Green has no professional experience in the game industry, and now she's in charge of Xbox

2) Not only is she in charge of Xbox, but she's in charge of all studios and game-development, too

3) Worse yet, she has a lot of other responsibilities, including all of Microsoft's efforts with Surface, music, video, multimedia, etc. Meaning that her attention will be split between all those things.

4) Unlike before, where the Xbox gaming division had the direct ear of Ballmer (Xbox bosses were always directly under Ballmer), now the Xbox gaming division is going to be buried amid other non-gaming divisions.

Only time will tell, but I'd like to see an instance of when a non-gamer took over a gaming division and it resulted in a better gaming console...

pixelsword3243d ago (Edited 3243d ago )

She doesn't have to be a gamer; if she has the wisdom to listen to the right gamers and developers, that's all anyone could ask for. There were a bunch of "gamers" and people who worked for other game companies that went belly-up many times before.

Mattrick clearly is interested in games enough to go to another game company and be called a gamer, but look at the debacle that happened under him when he was in charge.

Darrius Cole3243d ago

There is no "Hopefully time will tell". Time will definitely tell.

Right now is a tough time for her to take over the Xbox though. Don Matrick set the Xbone on a self-destructive path and set almost all of the impartial gaming community against the Xbone and then he got, and then he left. But now it is probably too late to significantly change the direction of the Xbone.

This woman will have to ride the Xbone through what is probably going to be a very tough generation.

SilentNegotiator3243d ago

"dude, you do not have to state the "I love women in high places" crap we understand this has nothing to do with sex this is a bad hire for gamers man or women"

But it's the 21st century and you need to qualify everything you say so that no one's po' widdle feewings are hurt.

adorie3243d ago

Basically in a nutshell "in before i'm called a sexist"

A bit defensive, but I understand his trying to hold off those types of comments.

malol3243d ago

good good

cant wait till she fucks up the xbox name real good.

Cryptcuzz3243d ago

Maybe its because the direction they want to take with Xbox One is primarily the casual Kinect crowd. With a woman as the head of Xbox now, maybe they are trying to resonate with the mom and kids demographic and focus their sales mainly on the casual customers.

Imagine seeing her on The View, Ellen Show, Oprah etc. chatting to that type of potential customers.

Who knows, maybe she will do a much better job than Mattrick in everyway, but then again, you can only go up from the major fails so far with the Xbox One reveal.

One thing is clear, it is bad to have a non-gamer run the head of a gaming division. Interests and visions will conflict with what a gaming console should be mainly about and result in either more sales from a new demographic, major loss of sales from their core demographic or maybe even both.

fr0sty3243d ago

Don Mattrick's problem is that he was out of touch with the core gamer world. This is why he had such an interest in outfits like Zynga, even attempting to buy them before he went on to chair them. That is what he views as the future of video games. Cheap, family friendly, easy to play mini-games. This is why we saw the Xbox 360 abandon it's core crowd and focus on kinect, and this is what has been woven into the fabric of Xbox One's design as well with the mandatory Kinect integration.

While it's good to see him go, I just can't think even for a minute that this lady is going to do any better. She looks more like a botox-infused version of a middle aged soccer mom. Is that really what we need heading up the division that is supposed to be putting their focus on developing AAA core gamer titles that we all look forward to? I expect to see less and less of a core gamer focus with Xbox One, and more of a Wii-like focus with a cable box duct-taped onto the console. Family friendly games, casual experiences, and lots of sports and TV.

badz1493243d ago

one non-gamer after the other. when will MS learn?

The_Con-Sept3243d ago

I just have 5 words I want to yell from the crowd when she gets on stage for the first time.

"Show us what you got."

Me-Time3243d ago

So you're saying that the "first" gamers and majority of gamers weren't males (and was that way for a LONG time)?

It has nothing to do with sex, yes. You ignored the real reason for that first post of this topic by concentrating on something that was obviously set up for the reason he said he did. You wasted the second spot in this comments section.

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CrossingEden3243d ago

stop posting the same bull on every single article, "huuurrrridduurrr, you can't run a company if you aren't a true gamerz, because all the years of school for marketing, business and the hard work to become head of a company means nothing because gamez are evarytang" this is your logic, get a reality check, not everything revolves around games if you're in business, yoshida doesn't go home, prop himself on the couch and play video games and then go to work the next day -_-

from the beach3243d ago

Don't take it too seriously.

In the minds of some people on this forum THEY are real gamers, whereas someone like Don Mattrick - whose entire life is games, starting as a developer then rising to be head of Xbox - is not.

That's the kind of 'logic' we're dealing with..

Phene3243d ago

lol that would be pretty funny if thats what it took to run a gaming company work at a food company, all you do is go home for dinner and its a wrap

SuperLupe3243d ago

Haha funny stuff guys. You're 100% right. You cant win with people that think in a such a way.

AceBlazer133243d ago

this is just my two cents but being a gamer would help you promote a better product it's not 100% necessary but if you take a strictly business stand point with not knowing of how your market thinks especially with a fickle bunch like "gamers" then you're without a doubt going to mess up.but hey she'll probably have ppl familiar with the market advising her

BattleTorn3243d ago

Yeah, I don't get why people think a gamer must be the head of the department.. As if gaming experience is the most important thing to their job :/

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B-radical3243d ago

Agreed i wouldn't mind her doing music and whatnot division but games should of went to someone like major nelson (yes i just said that) Look at his twitter he is passionate about games.

Although she may not have to be a gamer all she has to do is really listen to gamers which don mattrick didnt do till bad coverage ruined the xbox ones start

AceBlazer133243d ago

Major Nelson would have been a great choice seemed to be the only one actually trying to do something for the xbone

RedHawkX3243d ago

don mattick was responsible for the xbox 360 wasnt he? xbox 360 has a lot of fanboys right and still the fanboys want to buy the xbox one so he did a good job. he wanted to focus on games but the company wouldnt let him and thats why he planned to leave for his new job long ago. people need to think and analyze what happend here. anyone who is getting an xbox one or has z x360 reallly have no right to complain about don because you supported him with your dollars and you dont do that if you think someone sucks.

No Way3243d ago

Pretty sure the xBox 360 was moore like.. Peter Moore.


I can't speak for everyone here...

but when I signed up for the 360 it was a result of the ground work set by the original xbox.

as a product it suited me just fine and I was happy to sign up. I personally don't know if Don was behind all that but at the time it was more J allard and Peter More that kind of sold the 360 and where it was headed as a games console.

What I remember about seeing Mattrick at the first E3 I saw him at was charts and data showing units sold and all I could remember was thinking who the F2^k is this sales guy and why is he talking ?

digging into his history it's prob not fair to say he is NOT a real gamer, but he seemed out of touch to me. Ever since his face started showing up it feels like the direction and what I use to love about the xbox has changed.

Maybe that is just coincidence, or maybe the whole thing is his engineering but after being an xbox fan for 2 generations I am switching to the ps4.

Even if for nothing else, sony have shown that they are willing to invest in projects for the long term and new IP's even this late in a generation.

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JBSleek3243d ago

And just like Don right he was a gamer...

Relax she hasn't even started yet.

Jakens3243d ago (Edited 3243d ago )

Never had she had so many male eyes on her before.

Edit: spelling.

miyamoto3243d ago

M$ clearly does not understand what they are doing.

And decision makers has no deep and thorough experience in the history at culture of video games.

Unlike Sony whose people who are in-charge now are the ones who were there at the early age of video games. Kaz hirai, Andrew House, Shu Yoshida, Mark Cerny are there at the early days of video games.

When PlayStation was the underdog against Nintendo, Sega and M$ and even against Sony corp itself.

Kaz Hirai started from scratch and went through lots of stuff in video games. I am glad he is CEo of the whole Sony Corp. Its good for PlayStation.

JBSleek3243d ago

Yep clearly have no idea what they are doing. Lol

Oh the stupidity.

warewolfSS3243d ago

Please. Tell us more about your history in the industry.

dark-hollow3243d ago

You tell em, random guy on an obscure gaming website!

LOGICWINS3243d ago

Why did u even mention anything about her being a woman if her gender isn't important?

Heavenly King3243d ago (Edited 3243d ago )

Because some people love to be up in arms when someone talks bad things about women or people that is not white; even though the critic has nothing to do with the ethnicity nor sex of the person.

AceBlazer133243d ago

@HeavennlyKing just kill mention sex your a sexist you don't your a sexist some ppl will just spin it around no matter what you try to do.

MysticStrummer3243d ago

It's a preemptive defense because some people will cry sexism, racism, or some other negative "ism" at the drop of a hat.

Blaze9293243d ago

"I have no problem with women heading companies"

this is where we disagree. The day we have a woman president, I'm out.

Godmars2903243d ago

"The day we have a woman president, I'm out."

To where?

dark-hollow3243d ago

Why? Regardless of what us British people think about her, but Margret Thatcher, the former prime minster of the UK for an example , changed and contributed greatly to the UK. For better or worse, but she's a fine example that woman can lead whole countries as good as men.

TheGrimReaper00113243d ago

would you rahter have don or julie?

Groo3243d ago

@ dark-hollow

Why? Regardless of what us British people think about her, but Margret Thatcher, the former prime minster of the UK for an example , changed and contributed greatly to the UK. For better or worse, but she's a fine example that woman can lead whole countries as good as men.

I agree with your point, but you obviously know nothing about how Most American Women are.. the American women today are not the strong willed, honest and hard working women that paved the way for the spoiled brats we have today. American women are selfish and devious.. Their only purpose in life is to snag a wealthy man, shop, do nothing and be spoiled.. Thats why a huge number of American women get the surgery to look like Merman and boobs is to get a rich man, period. thats their profession.

They act like they are acomplished and should be respected taking credit for their mans wealth, they want to become pop stars, design clothes etc when in reality all they are doing is spending their rich morons money to pay someone to make clothes then put their name on it and say, "I'm a fashion designer" American society is ok with that and actually encourages women to inspire to become a pro hooker, with all the crap on TV.. why do you thing dorky rich guys end up a hot supermodel wife? Its not because of their looks, personality or manhood, its about their wallet

dantesparda3243d ago

Wow! Groo, I don't know where youre from? But where im from (Boston), the women are tough and don't give a f about a man's money. Although I do agree that most of American society is nothing but a bunch of degenerate

stubbed_out3243d ago

Groo - Dude, calm down before you end up trying to murder one.
You've obviously had quite a few bad encounters, and you know what, a whole load of those women probably are like Succubus, especially the ones you mostly see on TV...(my god they're the worst) but don't for a second EVER think that all women are in it just to be the next big pop idol. I know for a fact there are plenty of American women who are insanely intelligent and care for much greater things other than their image.
Looking through history it's us if anything who have been the biggest a**holes.

The American dream is pretty crummy but don't let it get to you, open your eyes, hell, travel if you have to; you'll find plenty of good hearted lasses around - you might even end up falling in love with one.

TheGrimReaper00113243d ago

Wow, people!
It was an honest question!
Who would you rather have? Don or Julie?
I didnt mean anything with it -_-

stubbed_out3242d ago

Grim, apologies, all got a bit side tracked there. Tough call; the ship has been sinking for quite a long time now but can't figure out which iceberg is bigger...Don or Julie. Don, background in gaming who I guess really felt passionately about opening up to a less than core audience...Julie, if a less than core gaming audience is where all the money is than isn't she going to be doing pretty much the same thing as Don...looks like a new figurehead to me personally.

Don - he's had the experience of his customers wailing at him, there's a lot he could've learned there rather than head off (or booted) to Zynga. All very debatable though.

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PSjesus3243d ago

Exactly talented women like Amy Hennig or Jade Raymond being head of their companies is understandable but someone from another industry or type of software is ridiculous specially Sony and N are running by masters of gaming industry

CRAIG6673243d ago

How do you know she isn't a a gamer, you have AMAZING insights!

PSjesus3243d ago

gamer isn't a specialty or achievement putting it in your CV well make you a head of Xbox..... I'm a gamer but i'll suck as a CEO

LOGICWINS3243d ago

Because on N4G, any suit that doesn't work for Sony isn't a gamer.

MysticStrummer3243d ago

Yeah it's hard to know if she's a gamer, but her resume shows no prior gaming related jobs.

Not that it will mean much if she ends up doing well, but for now her resume can be pointed at, right or wrong, as another sign that One's primary focus isn't gaming.

andibandit3243d ago (Edited 3243d ago )

Im already looking forward to the next E3, where she'll be standing on the scene pretending to be exited over the games.

E3 2014...COD:Ghost2 has just been shown...
Julie Larson-Green: "That dog looks really cute, I can't wait to play it."

Mikefizzled3243d ago

Yay for sexism in a male dominated industry?

GABRIEL10303243d ago

Sure, she is not a gamer, neither developer or designer, the xbox division could fall this gen.

DiRtY3243d ago

How about letting her have a full workday before we judge her?

Ahh this is for Microsoft... Now I get your point.

LackTrue4K3243d ago

1000 times better looking the. What's his face!!!

GiantEnemyCrab3243d ago

This lady has more plastic in her face than the Xbox One has in its shell. Don was sloppy as it can get but at least he knows the industry.

s8anicslayer3243d ago

The problem is when your a gamer and you happen to be a fan of Xbox and you see drastic changes being made to the company of your beloved console it concerns you, you as a consumer have every right to be critical of alterations in the product and the manufacturer as a whole especially towards the individuals who will be making choices for your investment! I cast doubts over this change but lets be honest here, Microsoft is not one of or "The" richest companies on the planet because they do not know what they're doing! let's be optimistic and hope for the best. As an American our economy has suffered greatly the last few years and to see a company like Microsoft struggle or even come to a point of failure would be a devastating blow to all!

Groo3243d ago

MS hs made its fortune because at the time were making technological advances that noone else had at that time, now people have other options avail and dont NEED to put up with MS. I agree it would be a devistaing blow for our economy, but how does that make Americans look if one of our larges companies goes and makes an ass of themselves infront of the entire world? I don't believe that helps...

creatchee3243d ago


"This is disconcerting."

Have you read into her at all?

She's a geek like the rest of us. But she can apparently communicate well and adapt to situations - something that previous execs have been less than good at.

I like this.


Very interesting insight.... watching the interview and reading about her, you know she may actually be good for xbox brand.

This could get interesting...

fossilfern3243d ago

What this woman needs to do is make Kinect optional and drop the price. Its far too expensive.

Jakens3243d ago

You sir are not saying what I would agree with.

RedHawkX3243d ago

im glad she got it lol. xbox one is doomed for sure kinect games only for you guys for the rest of this gen. the moment i seen her im like this lady has never played a game in her life. had this been michele obama then that would be a different story i know that chick is in tuned with games and entertainmet culture. black chicks know whats up lol.