Microsoft's Xbox One X is launching this week. It's the most powerful video game console ever made, but we don't know who will end up buying the $500 mid-generation system, or any Xbox over a PlayStation 4 (or PS4 Pro). Microsoft has been chasing Sony in console sales for years, and subsequently entered a pattern of shuttering internal studios and cancelling games. Now, according to an interview Xbox chief Phil Spencer gave to Bloomberg, the Washington-based company is going to do the opposite: Start or acquire studios to develop more games and software in-house. "Our ability to go create content has to be one of our strengths," Spencer told Bloomberg.