Phil Spencer says they decided to reveal the Xbox Series X at The Game Awards because they are approaching the new console "in a different way".
The Microsoft and Xbox boss insisted that the launch idea at the ceremony came from the marketing team.
He told Gamertag Radio: "The [Game Awards] decision was actually pushed forward by one of our marketing leads.
"She just stood up in the room and said, 'we should go do something bold, something we've never done before. Let's face it, we're not in the market position we wanted to be in for this last generation. I don't think we're going to disrupt and grow our business by doing what we've always done. Let's go try to do new things.'"
He did however admit that it "could've been a disaster."
He said: "The thing that really made it work though was the work the team did around the video assets that we had. I'd say for both Hellblade and for Series X, I thought both of them back-to-back really played well.
"It was cool to do it and I think the response has been great.
"But to be completely honest with you, I could be sitting with you today and it could've been a disaster. You have to make those decisions and you make them without all the knowledge of how it's going to play out."
On their new approach, he added:"I'm really happy with the way [Game Awards] played out and the response from the fans, but every decision we make between now and launch... we're trying to think about things in a different way."