Open Letter to Asha Sharma: The Strategic Value of the Brazilian Market for Xbox
To Mrs. Asha Sharma (
@asha_shar), CEO of Xbox,
We, members of the Brazilian gaming community, developers, and Xbox enthusiasts, are writing this petition to express our deep connection with the ecosystem you have built and to reinforce the vital importance of Brazil within Microsoft Gaming’s global strategy.
Brazil is not merely a market of high numbers; it is a nation where Xbox found a solid home and a passionate fanbase, a relationship that reached its peak during the Xbox 360 era. However, for this partnership to continue to thrive, we require clear guarantees regarding hardware availability, official accessories, and robust local support.
1. The Magnitude of the Brazilian Market
According to recent industry data, such as the Brazil Game Survey (PGB) 2024, approximately 73.9% of the Brazilian population plays video games. Brazil has consolidated its position as the largest gaming market in Latin America and ranks among the top 10 worldwide in terms of revenue and player base. Overlooking this potential means missing out on one of the fastest-growing regions for digital engagement globally.
2. Competition and the Tax Landscape
We fully understand that the Brazilian tax structure is complex and challenging. However, we observe that your two major competitors maintain robust local operations, localized marketing campaigns, and consistent product availability across major retailers. Physical presence and the ease of finding a console or an official controller on store shelves are key factors that convert consumers. Whenever Xbox scales back its physical footprint, competitors promptly fill that void.
3. Legacy and Consumer Loyalty
The Xbox 360 was a turning point for many Brazilians, democratizing access to HD gaming and Xbox Live. We have built an emotional bond with the brand. Today, we are loyal consumers, parents, and professionals who want to continue investing in the ecosystem—be it through Game Pass, consoles, or peripherals. However, brand loyalty cannot be sustained by product scarcity or the feeling of being overlooked.
4. Our Call to Action
While we understand the business vision focusing on digital ecosystems and cloud gaming, hardware remains the primary gateway to the premium experience Xbox offers. We respectfully request:
> Stock Guarantees: Consistency in the distribution of Xbox Series consoles and official accessories.
> Retail Focus: Maintaining strong partnerships with local retailers to prevent inflated prices caused by gray market imports.
> Community Engagement: A closer look at the specific demands of our region, recognizing Brazil as a strategic pillar rather than a peripheral market.
Before we are figures in a financial report, we are fans and consumers who believe in your vision. To reap great rewards in Brazil, it is essential to nurture your presence here.
We hope that your leadership as CEO of Xbox brings a new chapter of proximity and investment for our country.
Sincerely,
The Brazilian Xbox Community
Oi,
@asha_shar
O Brasil tem uma das comunidades mais apaixonadas de Xbox no mundo, mas desde 2023 não temos mais consoles oficialmente nas lojas e pouca presença de marca.
Queremos o Xbox de volta ao nosso país. O Brasil também é sua casa. Faça acontecer! 🇧🇷💚
#XboxNoBrasil