Microsoft Gaming CEO Asha Sharma has laid out a brand new technique for Xbox going ahead, and that begins with scrapping ‘Microsoft Gaming’ and returning to the ‘Xbox’ branding. In a townhall assembly with Xbox workers Thursday, Sharma detailed platform priorities throughout {hardware}, content material, expertise, and providers. The Xbox boss additionally mentioned the corporate would reevaluate its method to exclusivity.
Xbox additionally debuted a brand new brand, switching to a glowing, glassy inexperienced colored design rather than the black-and-white brand in use since 2019. The modifications come as a part of Sharma’s promise of “return of Xbox” when she took over as Xbox chief in February.
Underneath the brand new management, Xbox has applied a number of modifications and is contemplating bigger strategic shifts that will pivot away from the course set below former Xbox boss Phil Spencer and ex-president Sarah Bond. “The mannequin that acquired us right here will not be the one which takes us ahead,” Sharma mentioned in an in depth message to Xbox workers.
Xbox Reevaluating Unique Video games
The important thing takeaway from Sharma’s message is that Microsoft is reassessing console exclusivity. Current experiences have claimed that the brand new Xbox management has been taking group suggestions into consideration — one in every of which is the return of Xbox unique titles. Underneath Spencer and Bond, Xbox started releasing its first-party video games on rival platforms like PS5 and Nintendo Change. Since 2024, a number of Xbox titles have crossed over to PS5 — Bethesda’s Starfield was the newest one, releasing on PS5 on April 7. That would now change.
“Alongside the way in which, we are going to reevaluate our method to exclusivity, windowing, and AI, and share extra as we be taught and determine,” Sharma mentioned as she laid out Xbox’s priorities. The Xbox boss additionally introduced that the corporate was scrapping the Microsoft Gaming branding and returning to Xbox.
“Our greatest work occurs when the total stack strikes collectively. ‘Microsoft Gaming’ describes our construction nevertheless it doesn’t describe our ambition. So, we’re going again to the place we began and altering our crew’s title. We’re Xbox,” the Xbox boss mentioned.
Street Forward for Xbox
Sharma acknowledged Xbox had a troublesome street forward on each PC and console and vowed to make the platform extra “inexpensive, private, and open.”
“New function drops on console have been much less frequent. Our presence on PC is not sturdy sufficient. Pricing is getting tougher for individuals to maintain up with. And core experiences like search, discovery, social, and personalization nonetheless really feel too fragmented,” she mentioned.
Sharma mentioned console can be on the basis of Xbox’s new period, with versatile pricing choices for gamers. This week, the Xbox chief introduced a value minimize for Recreation Go and promised to make the subscription service “extra versatile” for customers.
Xbox chief Asha Sharma held a townhall assembly with workers on Thursday
Photograph Credit score: Microsoft
Xbox’s 4 Priorities
Sharma laid down 4 priorities for Xbox, with every day energetic gamers as the brand new “north star” for the platform.
Firstly, on the {hardware} entrance, Sharma vowed to stabilise Xbox Sequence S/X consoles as a wholesome base, earlier than delivering Undertaking Helix, the next-gen Xbox, which might lead in efficiency and play each console and PC video games, she mentioned.
On the Content material facet, Xbox plans to develop its hottest franchises and strengthen its five-years slate with third-party partnerships. The corporate additionally intends to broaden into China and different rising markets, and develop its reside service footprint.
Xbox additionally goals to enhance the platform expertise by fixing fundamentals and overhauling discovery, customization, social, and personalization, Sharma mentioned.
Lastly, on Xbox providers, Sharma mentioned the corporate plans to fortify Recreation Go and transfer ahead with clear differentiation and sustainable economics. This implies that additional modifications to Recreation Go are on their manner. Sharma additionally vowed to make Xbox cloud really feel “native, quick, and dependable” throughout TVs and low-cost gadgets. She additionally mentioned that the corporate would leverage mergers and acquisitions to speed up progress the place essential.
This has been a busy week for Sharma. The Xbox chief introduced a value minimize for Recreation Go Final and PC Recreation Go, admitting the service had grow to be “too costly for too many gamers.” Sharma has additionally promised to make the subscription service “extra versatile” for gamers going ahead. On Wednesday, Sharma teased a partnership with messaging platform Discord that will assist Recreation Go grow to be extra versatile.
