My friennd needs help

Have you got a new Gen Xbox series s/x not the old gen series s with the disc drive that looks like the problem from what I can see ,the new gen Xbox series s is white or black and has no disc drive and the series x is the big black stand up square etc unfortunately them and the PlayStation 5 are the only consoles you can play NHL 25 on 

So do they have the disc or physical?

The game isn't actually available yet, just the preorder

Technically not available yet, though mine still gives a message saying I have to wait for the game to be available. An incompatible message would indicate what Warrenscaff2 mentioned. If you have an older gen Xbox or PS, it won't work with the new game. Which would leave your friend with the option to reach out to the store support and ask for a refund due to it not being compatible. They are pretty good at giving refunds for that reason.  If they have a newer console, then I would see if it still says that after the pre-order opens up for playing, if it still says that contact store support and have them look into it. 

He has an Xbox one

Well that explains why they can't play NHL 25.  It's for PS5 and Xbox Series consoles only.

so he can only play the new versions on the new xboxs?

Yup 25 works ONLY on Xbox Series X,  Xbox Series S, and Playstation 5.  The old gen is no more