Phil Spencer has been named as the new head of Xbox.
The Microsoft exec will lead the Xbox, Xbox Live and creative teams including Xbox Music, Xbox Video and Microsoft Studios in his newly expanded role.
Spencer said combing all these teams would "strengthen the connection between some of the world’s most innovative creators and those building the Xbox itself".
"I am incredibly proud of the talented Xbox employees around the world and believe, like they do, in the power of technology to bring games and entertainment to life across console, PC, tablet and mobile devices," he said.
"It’s been a remarkable year for Xbox and I am honoured to lead the team at this incredible time for Microsoft and the games industry. Xbox is an example of Microsoft identifying a new opportunity, going big after a consumer need and staying committed.
"From the early days of building the original Xbox, to core technology bets like incorporating the Internet in every box, Microsoft has enabled developers and creators of all sizes - from ID@Xbox to the biggest publishing and entertainment partners – with innovative technology and tools and, most importantly, a connection to the world’s best community of gamers."
He went on to stress that gaming would be the core focus on Xbox moving forward, having previously faced criticism from the core gaming market for pushing the wider entertainment capabilities of the console and business.
"This past year has been a growth experience both for me and for the entire Xbox team," said Spencer.
"We’ve taken feedback, made our products better and renewed our focus on what is most important, our customer. Our mission is to build a world-class team, work hard to meet the high expectations of a passionate fan base, create the best games and entertainment and drive technical innovation. As we continue forward, this renewed focus and mission will be a foundational part of how I lead the Xbox program."
Spencer has been with Microsoft for 25 years, and has worked on projects such as Encarta, Microsoft Money and Microsoft Works.
He was named the GM of Microsoft Studios worldwide in 2008, and was later promoted to corporate VP in 2009.