Phil Spencer is an American business executive, who is the current executive vice-president of Gaming at Microsoft. He is currently the head of the Xbox brand and leads the global creative and engineering teams responsible for gaming at Microsoft. Spencer served as general manager of Microsoft Game Studios EMEA, working with Microsoft's European developers and studios such as Lionhead Studios and Rare until 2008, when he became the general manager of Microsoft Studios, eventually becoming the studio's corporate vice president a year later.[5][6] He has participated in Microsoft's E3 conferences since 2010. In late March 2014, Satya Nadella announced in a corporate e-mail that Spencer was to "lead the Xbox, Xbox Live, Groove Music and Movies & TV teams, and Microsoft Studios" as part of the Windows and Devices division. In September 2017, Spencer was promoted to the Senior Leadership Team, gaining the title of Executive Vice President of Gaming and reporting directly to CEO Satya Nadella. In 2018, Spencer delivered the keynote address at the 2018 DICE Summit and spoke at the 2018 Game Awards. Since taking over both Xbox and the Gaming division, Spencer has advocated for cross-platform play, as well as launched key initiatives, such as reintroducing backward compatibility to the Xbox platform, the purchase of Mojang and Bethesda, the further development and support of Minecraft, the introduction of Xbox Game Pass, launching the Xbox Adaptive Controller, an increased focus on PC gaming, support of the Nintendo Switch, the launch of xCloud, and increasing the number of first-party development studios.