Xbox CEO Asha Sharma has outlined a fresh direction for the company, starting with dropping the ‘Microsoft Gaming’ name and reverting to the ‘Xbox’ brand. During an internal meeting on Thursday, Sharma highlighted key focuses in hardware, content, user experience, and services. She also indicated that the firm will reassess its strategy on game exclusivity.
The company introduced a new logo featuring a luminous, glassy green style, replacing the black-and-white version used since 2019. These updates align with Sharma’s commitment to revitalize Xbox, which she emphasized upon assuming leadership in February.
With new management in place, Xbox has made various adjustments and is exploring significant shifts away from the path established by previous executives Phil Spencer and Sarah Bond. In her communication to employees, Sharma noted, ‘The strategy that brought us to this point won’t carry us into the future.’
A major point from Sharma’s address is the company’s review of console-exclusive titles. Recent accounts suggest the leadership is incorporating user input, including calls for restoring Xbox-only games. Under prior management, Xbox started launching its own titles on competing systems like PlayStation 5 and Nintendo Switch. Since 2024, multiple Xbox games have appeared on PS5, with Bethesda’s Starfield arriving there on April 7. This practice may now evolve.
Sharma stated that the company will examine its policies on exclusivity, release timing, and artificial intelligence, promising to provide updates as decisions are made. She also confirmed the shift back to the Xbox name, abandoning Microsoft Gaming.
Sharma explained that peak performance occurs when all elements align, and while ‘Microsoft Gaming’ reflected the organization’s setup, it didn’t capture its vision. Thus, the team is returning to its roots as Xbox.
Looking forward, Sharma recognized challenges in both PC and console markets and pledged to enhance affordability, personalization, and openness.
She pointed out that console updates have been infrequent, PC integration is insufficient, pricing poses barriers, and essential features like search, content discovery, social tools, and customization remain disjointed.
Sharma affirmed that consoles will anchor Xbox’s future, with adaptable pricing for users. This week, she revealed a reduction in Game Pass pricing and committed to increasing the service’s flexibility.
Sharma identified four core priorities for Xbox, centering on daily active users as the primary goal.
In hardware, the focus is on solidifying the Xbox Series S/X as a robust foundation, followed by launching Project Helix, the upcoming console generation, which will excel in performance and support both console and PC gaming.
For content, Xbox aims to expand major series, bolster its five-year lineup through collaborations with external developers, enter markets like China, and enhance live services.
The platform experience will be upgraded by addressing basics and revamping discovery, customization, social features, and personalization.
On services, Xbox plans to strengthen Game Pass with distinct offerings and viable financial models, hinting at additional modifications. Sharma also aims to make cloud gaming seamless, quick, and dependable on televisions and budget devices, while using acquisitions to boost expansion where needed.
This week has been active for Sharma, who announced price reductions for Game Pass Ultimate and PC Game Pass, acknowledging it had grown too costly for many. She has also pledged greater flexibility in the service. On Wednesday, she hinted at a collaboration with Discord to support this adaptability.
