We're saddened to share that Xbox veteran Albert Penello, who worked on Team Xbox from 2000 until 2018, has reportedly passed away from cancer.
Former Blizzard president Mike Ybarra shared the news on social media a few hours ago, as seen below:
"I found out today that Albert Penello passed away from cancer. Incredibly sad to hear this. Albert was a long time Xbox employee and gaming fan. I spoke to Albert about a month ago, checking in to see how he was. His spirits were high, his attitude was remarkable given the situation. I will remember Albert as a kind person, sharing, and having an incredible passion for the hobby we all love.... gaming. His energy and commitment were second to none. His impact on Xbox was noteworthy. Always debating for the right answer and striving to keep players first. I pray for his wife and 12 year old daughter during this difficult time. RIP Albert - and thanks for everything you did for your family, friends, and gaming."
Since then, all kinds of tributes have been pouring in for the Xbox veteran, including from former Xbox exec Larry Hryb (Major Nelson), who described Penello as "a brilliant, trusted voice in our industry, a loyal friend, and most importantly a husband and father who was profoundly loved by his wife, Dara and daughter, Lily".
Penello's history at Xbox was extensive, serving as director of marketing throughout the original Xbox, Xbox 360 and Xbox One generations, and also as a senior director in multiple roles from 2009 onwards, eventually becoming responsible for "strategic marketing and planning for all Xbox devices worldwide" before joining Amazon in 2018.
Major Nelson has advised that Penello's final project is still currently live on Kickstarter for anyone who wishes to get involved (it's a Mighty Orbots Deluxe Combining 12" Figure), and messages of support can be sent to the family too.
On behalf of everyone at Pure Xbox, we send our best wishes to the family and friends of Albert Penello.





Comments 10
Jesus... cancer is bad enough. My brother is a 3x cancer survivor.
To leave a family behind makes something awful even worse, somehow. Rest in peace. I hope he has peace and that his family will be okay.
This is very sad. Albert wasn't often front and centre, but whenever he was he came across as a passionate but level headed lead who was at Xbox for years and spear headed a lot of great initiatives. Thank you for all your contributions to gaming.
Thoughts with his family and friends. Cancer sucks.
RIP. Cancer sucks
That sucks. I honestly had no idea who this man was, but the fact that he was a force behind resurrecting the Mighty Orbots as a possible figure gives me automatic respect.
Very unfortunate. Best wishes to them. Really sad circumstances for anyone to experience.
That’s really depressing
@Elbow
My dad passed away from cancer in November this past year and my wife passed away from cancer a few years earlier. Imagine if all the money that goes into marketing, politics, wars, drugs, alcohol, etc. and we re-directed all the AI resources to finding a cure for cancer how long would it take to solve this problem that piece by piece takes all the independence, dignity, and then their lives away from them.
The world's priorities are severely skewed away from what is really important.
@NeoRatt oh man, I'm so sorry. I hope your dad and your wife are resting easy now. That's awful, and I completely agree with you.
😔 foohk cancer.
Albert and I worked together at Xbox. He ran hardware and accessories. An origin story that may be of interest is that Albert came to me and said, "exciting news, Jeff, we can produce Xbox 360 in multiple colors — Red, Blue, Black, Yellow, in addition to off-White." He was also very excited about the 120 GB accessory hard drive. Not to make this story too long, but we also were very focused upon blunting the launch of PS3. Well, Albert came to me with some bad news — the only color that worked was black, which we agreed looked cool. And we really did not have anything "better" than PS3 (and were worried about Blu-ray), so I asked Albert, "why don't we produce a high end Xbox 360 with the 120 GB standard in black and price it below PS3 by $100?" He thought about it for a while and grinned and said, "that's the ticket!" The rest is history.
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