SEATTLE – Microsoft has announced it will cut around 9,000 jobs, which is about 4% of its global workforce of 228,000 (based on June 2024 figures). This is the company’s biggest round of layoffs in more than two years and follows another 7,000 jobs lost in May.

The job cuts affect several parts of the business, but the Xbox gaming group has taken the biggest hit. Changes include studio closures, cancelled games and a wider push to focus on artificial intelligence, cloud computing and expanding data centre infrastructure. This move highlights Microsoft’s focus on faster-growing sectors, raising concerns about its gaming plans and the effect on those who work there.

Microsoft Restructuring Under Strong Profits

The layoffs are part of a plan to streamline operations and move resources to areas like AI and cloud services. As the world’s second most valuable company after Nvidia, Microsoft has watched its share price climb 150% in five years, thanks to Azure and major investments in AI.

CEO Satya Nadella has talked often about AI’s role, saying this year that one-fifth to nearly one-third of Microsoft’s code is now created by tools like Copilot. This shift has led to cutbacks in slower segments, with analysts such as Dan Ives from Wedbush Securities noting that areas like Xbox and older business units are being trimmed.

This round of layoffs follows Microsoft’s $69 billion buyout of Activision Blizzard in October 2023, which broadened its gaming portfolio but also put more pressure on Xbox to deliver better profits. Industry watchers say the gaming group has struggled to meet these goals, which led Microsoft to make tough decisions.

Ives said the company is “focusing more on AI, cloud, and next-generation Microsoft, and looking to cut costs in Xbox and legacy businesses.” He added that Nadella’s team wants to keep efficiency high as expected by investors.

Xbox Takes the Hardest Hit

The Xbox team, which employs about 20,000 people, saw less than half of the 9,000 layoffs come from its ranks. The cuts have led to several game cancellations and at least one studio closure, raising doubts about Microsoft’s plans for unique gaming content. Major projects affected include:

• The Perfect Dark reboot, a much-anticipated shooter by The Initiative, has been cancelled. The Initiative, a high-profile Xbox studio set up in 2018, is now closed despite heavy investment.
• Rare’s Everwild, a fantasy adventure revealed in 2019 and in development for nearly ten years, has also been cancelled. The project faced several restarts and leadership changes over the years.
• Blackbird, an unannounced online game from ZeniMax Online Studios, has been halted after seven years. It was planned as a follow-up to Elder Scrolls Online.
• Xbox Game Studios boss Matt Booty confirmed in an internal email that more secret projects were cancelled, though details were not shared.

Other studios have seen big layoffs:

• Turn 10 Studios, creators of Forza Motorsport, reportedly lost nearly half its staff, with over 70 jobs gone.
• Candy Crush developer King is cutting about 200 jobs, or 10% of its workforce.
• Raven Software and Sledgehammer Games (both work on Call of Duty) are affected, as is Undead Labs, which is developing State of Decay 3.
• Blizzard Entertainment had up to 100 staff impacted, with work on the mobile game Warcraft Rumble winding down.
• ZeniMax Online Studios, which makes Elder Scrolls Online, is dealing with the exit of its president, Matt Firor, after 18 years, though it’s unclear if this is directly tied to the cuts.

Xbox CEO Phil Spencer told staff in a memo that the cuts are about “making choices now for continued success in future years” and that the aim is to “position Gaming for enduring success” by reducing management layers and focusing on key growth areas. Still, his claim that Xbox’s “platform, hardware, and game roadmap have never looked stronger” has been met with doubt after so many cancellations and studio closures.

A Pattern of Reductions

This is Microsoft’s fourth major round of layoffs in gaming in 18 months. Previous cuts include 1,900 jobs in January 2024, four Bethesda studios closed in May 2024 (Arkane Austin, Tango Gameworks, Alpha Dog Games, and Roundhouse Games), and another 650 jobs lost in September 2024. The ongoing cuts have drawn criticism from developers and fans, with one developer describing Microsoft as “a giant black hole sucking everything in, and spitting out bones.”

Microsoft’s layoffs follow a wider trend in the tech industry. Other tech companies like Meta and Bumble have also reduced their workforces in 2025. Microsoft’s cuts stand out due to their size and the impact on well-known Xbox games. Since the Activision Blizzard takeover, analysts have said that Microsoft is now focusing on popular brands like Call of Duty and Game Pass over riskier, original projects.

Focus Moves to Data Centres and AI

While the Xbox unit faces cuts, Microsoft is investing more in data centres and AI. The Azure platform is a key source of growth, relying on a growing number of data centres to handle AI and cloud services. Billions are being spent to expand this infrastructure. Wedbush’s Ives said Microsoft is “realigning around AI innovation and cost efficiency,” with gaming and older products now less of a focus.

This shift has led to tension inside the company. Some staff and outside observers question if the focus on AI is hurting Microsoft’s gaming ambitions. The end of projects like Perfect Dark and Everwild, once seen as flagship Xbox titles, has raised concern about the division’s direction.

IBTimes UK noted that the sudden closures and cancellations bring up wider questions about Xbox’s commitment to unique content. Microsoft has said its next-generation hardware plans are still in progress, suggesting it remains committed to Xbox for now.

Industry and Community Response

The layoffs and cancelled projects have sparked frustration among developers and fans. Many affected staff have posted on social media that they are looking for new roles. On X, users have shared their disappointment over the scale of the cuts.

One user, @HazzadorGamin, listed the cancelled and affected studios and games. Another, @p9cker_girl, questioned Spencer’s positive memo, contrasting it with reports of the job losses.

Fans have also worried about the future of Xbox exclusives, especially after the loss of Everwild, which had attracted attention despite its long development. The closure of The Initiative, which never released a game, has been a shock. GamesRadar+ reported that Everwild was cancelled after 11 years of work, six years of marketing, and even a full reboot, just months after Spencer said it was making “progress”.

Looking Forward: Microsoft Bets on AI

Despite the upheaval, Microsoft says its gaming plans remain strong, with over 40 projects still in development, including Clockwork Revolution and State of Decay 3, which were shown at the Xbox Games Showcase in June 2024.

Still, the scale of the layoffs and cancellations has created doubt about Xbox’s future, with many watching to see if Microsoft can keep its edge in gaming while focusing more on AI and cloud.

For those who lost their jobs, the change is a tough blow, especially with the current job market. Phil Spencer has encouraged affected workers to look for other roles within gaming at Microsoft, promising to give them priority, but the sheer number of cuts and studio closures makes this difficult.

Microsoft now faces a key moment, trying to balance its history in tech with its push into AI. While the company’s stock remains strong, the loss of jobs and creative projects is clear. As the company moves forward, the tech industry and gaming community will keep a close eye on whether Microsoft can keep its promise of a stronger Xbox while shifting to new growth areas.

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AUSTIN, Texas — Bumble Inc., the company behind the Bumble and Badoo dating apps, said Wednesday it will cut 30% of its staff, about 240 jobs, which is nearly a third of its worldwide staff.

The move, revealed in a filing with the U.S. Securities and Exchange Commission, is part of a larger plan to lower expenses and sharpen the company’s focus as the online dating industry faces new obstacles. Bumble expects these layoffs to save $40 million per year, with most of the money going back into making better products and improving technology.

This decision follows a steep drop in Bumble’s market value. When the company went public in February 2021, it was worth $13 billion, with shares starting at $76. Now, Bumble’s value has sunk to just over $500 million, and its stock closed at $6.51 on Wednesday, down 92% from its first day.

Despite the bad news, Bumble did raise its second-quarter revenue estimate to between $244 million and $249 million, up from its earlier projection. This sparked a 24.7% increase in the stock price that day, though shares are still well below their peak.

“Bumble and the dating industry are both at a turning point,” wrote CEO and founder Whitney Wolfe Herd in a staff email, as reported by The Wall Street Journal. “We need to make bold changes now to create a company that is focused and ready for the future.”

Wolfe Herd, who helped start Tinder before founding Bumble in 2014, stepped back in as CEO in March 2025 after more than a year away. Her return signals a renewed effort to turn things around.

Dating Apps Face Big Challenges

Bumble’s struggles reflect wider problems across the dating app market. The company, which also owns Badoo, Fruitz, Official, and Bumble For Friends, reported a $557 million net loss last year despite $1.07 billion in revenue. In early 2025, revenue fell 8% compared to the year before, and the average amount spent by users who pay dropped 7.3%. The number of users also dropped from 58 million in 2023 to 50 million last year.

Rival Match Group, owner of Tinder and Hinge, has faced similar setbacks, recently letting go of 13% of its employees. Slow economic growth, rising prices, and changing habits among younger people—especially Gen Z, who don’t use dating apps as much—have stalled growth. As one X user put it, the “swipe right” era that attracted Millennials is falling flat with Gen Z, a feeling echoed by analysts.

Bumble’s latest round of cuts will cost the company between $13 million and $18 million in severance and other benefits, mostly during the second half of 2025. This comes after Bumble cut 350 jobs, or 37% of its staff at the time, in February 2024.

JPMorgan analysts said they didn’t expect cuts this deep, pointing out that Bumble had already planned $15 million in savings for the back half of this year. “The scale of the layoffs is surprising,” they wrote, and added that there’s not much room left for more cuts.

From Sky-High Valuation to a Steep Drop

Bumble’s rapid decline highlights the ups and downs of the tech sector, especially for dating apps. When it went public, Bumble was known for putting women in control of conversations, a unique feature at the time. With Badoo strong in Europe and Latin America, Bumble seemed positioned for global growth. But since then, the company has struggled with fewer active users, trouble making money, and more competition.

Badoo, which Bumble acquired in 2006, also hasn’t kept up as new platforms like Hinge and niche dating apps gain ground. While it’s hard to say exactly how much Badoo was worth in 2021, its value was part of Bumble’s $13 billion market cap at IPO. Now, with Bumble worth much less, Badoo’s share has likely shrunk, too.

Chandler Willison, an analyst at M Science, told Reuters that Bumble’s staff cuts show a shift away from chasing short-term gains to building a platform that works better for users. Under Wolfe Herd’s guidance, Bumble is focusing on a better experience, smarter matching, and stronger profile checks.

AI Takes Centre Stage in Dating Apps

With $40 million in annual savings to put back into the company, Bumble is putting a lot of attention on technology, especially artificial intelligence. AI could help fix some of the biggest complaints about dating apps, like fake accounts, bad matches, and user burnout.

Apps are already trying out AI tools. Tinder has rolled out AI to help users pick their best photos, and Hinge uses machine learning to improve its “Most Compatible” feature. Bumble has talked about adding AI-driven match suggestions, which could use what they know about users’ habits and preferences to suggest better connections.

“AI could make online dating more about real connections and less about endless swiping,” said Dr. Elena Martinez, a tech researcher at the University of Texas at Austin. “With smarter tools and predictive analytics, apps like Bumble could help users spend less time searching and more time chatting with people who actually interest them.”

Advanced AI can also boost safety, which is top of mind for dating apps. Bumble has always made safety a priority with features like photo checks and reporting tools. AI could spot scams and harassment faster, making the platform safer. But rolling out these systems can be expensive, and fewer staff might slow down progress.

There are some risks with using more AI. Too much automation could make dating apps feel less personal, and there are privacy concerns with collecting so much user data. “If Bumble leans too hard on AI, it could lose the personal feel that set it apart,” said Martinez.

What’s Next for Bumble?

Cutting 30% of its staff and shifting its strategy shows Bumble is at a major crossroads. Wolfe Herd wants to bring back a start-up attitude and drive new ideas, hoping to recapture what made Bumble stand out early on. But the road ahead is tough. The company needs to win back users, outshine rivals, and adapt to how dating is changing.

For the employees losing their jobs, the news is tough. Bumble says it will offer severance and extended benefits, but morale and momentum could take a hit. “These choices were not made lightly, and we really appreciate everything our employees have done,” a Bumble spokesperson told The Associated Press.

As dating apps try to find their footing, Bumble’s push to upgrade technology and improve the user experience could help it bounce back—or show where the model falls short. Investors seem cautiously hopeful, thanks to cost savings and better revenue forecasts. Whether Bumble sees brighter days ahead remains an open question.

Sources: Reuters, The Wall Street Journal

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Building an online business in 2025 is easier when you can access the right tools without breaking your budget. Google’s free ecosystem offers smart solutions for nearly every business need, from day one to scaling up. Entrepreneurs get much more than basic apps – Google’s suite spans website analytics, marketing essentials, e-commerce, and even AI-powered productivity.

With these resources, you can track visitors, understand what customers want, improve your site’s speed and visibility, and keep up with digital trends. Google’s constantly expanding platform means business owners can stay sharp, creative, and efficient at every stage of growth. This post covers the essential free Google tools that can help you work smarter, make better decisions, and achieve lasting results.

Optimising Your Online Presence with Google’s Free Marketing and SEO Tools

Getting found online isn’t luck—it’s a direct result of smart decisions and practical tools. Google’s free suite goes a long way in helping every small business grow its audience, boost search visibility, and make strategic improvements backed by data. By weaving these tools into a daily routine, even the smallest team can punch above its weight and build long-lasting customer relationships.

Here’s how some of the most valuable free Google tools play a key role in mastering SEO and marketing success.

Google Search Console: Monitoring and Growing Website Traffic

Google Search Console opens the door to actionable insights about a website’s visibility on Google Search. It helps business owners do much more than just track traffic. Users can spot which search queries pull in visitors, discover which pages get the most clicks, and see exactly where the site appears in search results.

Some of the standout features include:

• Performance tracking: Pinpoint which keywords and queries drive traffic and see how those trends shift over time.
• Technical site improvements: Catch crawling or indexing problems that might block customers from seeing key pages.
• Opportunity spotting: Find underperforming pages and search terms that could be optimised for better reach.

With regular check-ins, business owners can tweak content and technical settings for better organic growth. Google’s summary of these tools on their Search Console overview breaks down how to get actionable SEO fixes in a few clicks. For those just starting, the SEO Starter Guide is a fantastic resource packed with basic principles.

Google Analytics 4: Understanding Your Audience with Data Insights

Google Analytics 4 (GA4) is more than a traffic monitor—it translates visitor data into real-world action. Small businesses can see how people interact with their site, where visitors come from, and which content keeps them engaged.

What sets GA4 apart are features like:

• Multi-device analytics: GA4 tracks users across smartphones, tablets, and computers, showing the complete journey.
• Predictive analytics: Spot likely trends, forecast behaviour, and pick out which customer groups could become future buyers.
• Better reporting: See which traffic sources, pages, and calls to action turn visitors into leads or paying clients.

By connecting key site actions with business goals, owners can invest time and money in channels that make a difference. More about these benefits for small businesses can be found in Google’s analytics tools overview and through helpful getting-started guides for newcomers.

Google Business Profile: Enhancing Local Visibility and Reputation

Local finds start on Google, and having an up-to-date Google Business Profile puts a shopfront in front of local shoppers, both online and offline. With this tool, business owners can manage how their name, address, hours, photos, and reviews appear in Google Search and Maps.

Key benefits include:

• Visibility boost: Appear in the local ‘three-pack’—the highlighted businesses above search results for your sector or niche.
• Review management: Reply to reviews, both positive and negative, to build customer trust and show active engagement.
• Updates and events: Announce sales, holiday hours, product launches, and more to keep local customers informed.

An optimised listing encourages more clicks, calls, and visits. The steps to fine-tune your profile, add regular posts, and use upgraded features for local SEO are covered well in guides on optimising Google Business Profile for search and tips from Google’s help resources.

Google Trends: Leveraging Real-Time Market Insights

Knowing what topics are gaining traction helps businesses ride the wave of what people want. Google Trends takes the guesswork out by showing which keyword searches are spiking, dropping, or holding steady in any region or season.

With Google Trends, owners can:

• Spot rising topics: Respond quickly to new product trends, seasonal surges, or cultural shifts.
• Plan content calendars: Match blog posts or promotions to peak search periods for maximum reach.
• Compare search terms: Choose keywords that matter and drop those that are losing relevance.

Entrepreneurs can keep their strategy fresh by diving into Google Trends itself or reading about its market research potential in guides such as this step-by-step on using Trends for research.

By making the most of these free marketing and SEO tools, even the smallest business can gain a big advantage in visibility and customer growth.

Streamlining Daily Operations with Google Workspace

Google Workspace pulls together the core tools that power day-to-day work for online businesses. Whether the team is in a single office or scattered across cities, these apps keep everything connected and running smoothly. Owners and teams can manage emails, hold quick catch-ups, edit key documents, and capture ideas without losing momentum. Here’s how each tool helps keep the engine running.

Seamless Communication: Gmail, Chat, and Meet

Staying in sync with clients and colleagues can be a challenge, especially when everyone’s working from different locations. Google Workspace makes it simple by fully connecting email, instant messaging, and video calls, so nothing falls through the cracks.

• Gmail is at the heart of communication, with email that fits tidily alongside calendars, tasks, and file storage. The integration means faster replies and better organisation—just label, search, or pin important conversations.
• Google Chat lets teams swap quick updates, share links, and assign tasks in a flash. No need to dig through old email threads when you can have conversations grouped by projects or topics, all searchable later.
• Google Meet bridges the gap with high-quality video calls for client meetings or team stand-ups. Scheduling is easy thanks to built-in calendar invites and reminders, while screen sharing and whiteboarding bring everyone onto the same page in seconds.

This trio gives businesses the freedom to manage projects, keep clients updated, and tackle issues instantly. The tools work on desktop and mobile, so nothing slows down when someone’s out of office. Learn more about how these features help remote teams thrive with Google Workspace.

Collaborative Productivity: Docs, Sheets, and Slides

The days of emailing attachments back and forth are behind us. With Docs, Sheets, and Slides, everyone can edit the same file at once—even if they’re halfway across the globe. This live collaboration boosts accuracy, trims wasted time, and makes teamwork second nature.

• Google Docs: Write content, take meeting notes, or prep reports. Real-time editing means you see changes as they happen, with colour-coded highlights for different contributors.
• Google Sheets: Turn data into insight with easy-to-use spreadsheets. Monitor sales, track budgets, or plan campaigns—all with dynamic graphs and charts. Changes save automatically, so there’s no fear of losing your work.
• Google Slides: Build presentations that stand out. Teams can add visuals, comments, or feedback on the fly, ensuring a polished final result with minimal back-and-forth.

Need access when travelling or meeting with a client? All files live in the cloud, so you can pull up the latest version from any device. Plus, sharing is straightforward—just adjust permissions for teammates or clients. These tools form the backbone of fast, reliable teamwork, whether drafting blog posts or analysing monthly metrics. See Google’s own no-cost collaboration suite for teams and detailed info about using Docs, Sheets, and Slides.

Organising Ideas: Keep and Jamboard

Great ideas can strike at any time, and it can be tricky to keep track of them. Google Workspace has simple tools to capture, arrange, and explore new concepts, keeping every project fresh and on track.

• Google Keep: The digital note-taker for busy minds. Jot down ideas, create checklists, or save images and links, then set reminders so nothing gets missed. Colour-code notes to group them by project, or share to-do lists with a click.
• Jamboard: A digital whiteboard built for creative sessions. Imagine brainstorming with sticky notes, sketches, and images—only it’s all online. Teams can add ideas in real-time from anywhere, making it ideal for virtual workshops or planning sessions.

These tools speed up the planning process, spark new solutions, and keep priorities clear. They work hand-in-hand with the rest of Workspace—notes from Keep can pop up while writing a document, and Jamboard sessions can feed straight into slides or reports. Interested in getting started? Learn more about team idea-sharing and digital whiteboarding in Workspace.

A strong daily routine with Google Workspace gives every business a solid foundation. From capturing first thoughts to finalising big campaigns, all the tools work together to help online businesses stay organised, connected, and ready for what’s next.

Unlocking Growth with Free Google AI Tools and Advanced Features

Smart use of artificial intelligence is opening new doors for small businesses. Google now offers a powerful collection of AI-driven tools that are not only free to try but designed to make daily work more efficient, creative, and scalable. From smart translations to visual recognition and content automation, these features help entrepreneurs stay ahead of the curve with less manual effort.

Google Cloud AI Tools: Powerful Capabilities for Free

Businesses of any size can access Google’s advanced AI through free tools and usage tiers. Whether it’s breaking down language barriers or boosting productivity, these cloud features deliver surprising value:

• Translation: With Cloud Translation, businesses can translate content to and from over 100 languages. This service is perfect for shops reaching global customers or supporting multi-language websites. Google provides a generous free tier, so most small businesses fit well without cost.
• Speech-to-Text: Automatically convert phone calls, meetings, and even video content into searchable text. This saves hours of manual transcribing and helps capture essential details. The free tier allows experimentation and early use before scaling up.
• Vision AI: Upload images for instant recognition—detect objects, read text in photos, and even spot logos. Product cataloguing and visual content become much easier with this set of features.
• Generative AI: Now part of platforms like Google Gemini and Vertex AI, generative AI helps businesses create marketing copy, blog content, and even product descriptions automatically. These tools use the latest language models and offer free starting limits for smaller projects. Explore more about future AI trends in Google’s roadmap in the next chapters of AI.

Many of these tools can be accessed using easy web dashboards or APIs—no need for deep technical skills.

AI in Action: Automated Campaigns, Content Creation, and Local SEO

Practical AI isn’t just for tech giants. Google brings hands-off automation to tasks every business faces:

• Automated Ad Campaigns: With agentic AI assistants and features inside Google Ads, businesses set goals and budgets, while Google’s systems build, test, and refine campaigns. This approach drives results with less hands-on tweaking.
• Content Creation: Gemini AI and tools within Google Workspace can draft emails, generate blog ideas, and even build presentations. AI-powered templates and smart suggestions speed up content production while maintaining consistency and brand voice.
• Local SEO and Engagement: Google Business Profile now leverages AI to help owners respond to reviews, answer common customer questions, and recommend updates. These automated features reduce admin time while keeping customers engaged.
• AI Chatbots: AI chatbots and help widgets—inspired by Google’s technologies—keep websites open to customer questions around the clock, with natural responses or tailored FAQs. Lists of top tools in 2025 can be found at The 55 Best AI Tools in 2025.

Small businesses benefit most when combining these tools, letting AI handle routine work so their team can focus on building real relationships.

Practical Examples: Deploying AI for Growth and Efficiency

How do these AI tools translate into real progress for small businesses? Here are some straight-talking use cases that make a real impact:

• Multilingual Customer Support: By using Google’s Translation AI, businesses can provide help in multiple languages over email, chat, or even social media, making international sales easier and cutting support costs.
• Automated Order Updates: Pairing Speech-to-Text and Google Chat, a retailer can turn voicemails into work tickets or notifications for the team, speeding up customer response times.
• Visual Content Tagging: Shops upload product images to Vision AI, which automatically adds tags and descriptions. This saves hours for e-commerce managers and keeps online shelves organised.
• AI-Driven Marketing: AI-powered ad campaigns inside Google Ads find new customer segments faster than manual research, reducing wasted spend and improving campaign outcomes. Businesses can set performance targets and let Google’s AI test what works best.
• Content at Scale: Turn to Gemini or Vertex AI to generate unique blog articles, email headlines, or product blurbs, freeing up time for team members to refine strategy and check the final quality.
• Local Review Response: AI tools within Google Business Profile or similar let owners rapidly respond to reviews, thank customers, and manage reputation with less effort.

By putting these AI-powered features to work, even the smallest team can produce more, serve better, and reach new markets. For further inspiration on which AI tools are making a difference now, check out this summary of AI productivity tools for small businesses.

AI at Google isn’t just theory—it’s a set of utilities ready to take work off your plate so you can focus on what matters most.

Conclusion

Bringing Google’s free tools into the daily routine of an online business gives owners a clear edge. Each platform is made to be easy to access and flexible enough to fit the needs of both start-ups and established brands. By using these digital assets, businesses can quickly find new markets, understand what drives their customers, and fine-tune every part of their work.

Free tools aren’t just about saving money—they open the door to faster growth, smarter marketing, and streamlined operations. Google makes it possible for anyone to build a strong presence, act on real data, and stay in control as they grow.

For businesses looking to keep their advantage in 2025 and beyond, now is the perfect time to explore what these tools can do. Thanks for reading—if you’ve found a new favourite or have a story to share, add your thoughts below.

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