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DARK SECRETS: 9 - The Real Truth

New Xbox CEO says successful platforms "must have exclusive content" and is "looking at that very closely" as Halo and Fable prepare to jump to PS5

Xbox will "learn from similar cases in the industry"

GamesRadar

Xbox's CEO just defined her mission: "My mandate is not 30% accountability margins, it’s to be the number one."

It seems the historically high profit margins no longer apply to the new CEO.

Windows Central

Xbox CEO doubles down on exclusives, saying they remain central to defining the Xbox platform

Xbox chief Asha Sharma says exclusives still matter, reaffirming they’re part of the Xbox platform’s identity as the company refines its long‑term strategy.

Windows Central

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'They're building real momentum and player trust' — This former Xbox exec is a big fan of recent rebrand

Former Microsoft Game Studios executive producer Laura Fryer thinks Xbox's decision to listen to fans and instantly rebrand was a smart move.

TechRadar

Xbox fan backlash to "PlayStation logos in the Showcase" isn't about gatekeeping — it's about distrust

Everybody with a brain knows it takes five seconds to go online and find out whether a game is multiplatform. Microsoft's logo "transparency" simply has users doubting whether it's truly behind Xbox's long-term success.

Windows Central

“The early signs are encouraging”: New data suggests Xbox is winning back gamers and rebuilding momentum

New YouGov data suggests Xbox is seeing significant improvements in brand perception among U.S. gamers, with gains across Buzz, Word of Mouth, Value, Satisfaction, and overall brand health metrics following recent changes under CEO Asha Sharma.

Windows Central

Game Pass success story: It turns out that when you make things cheaper, more people will buy them

Who could've guessed?

PC Gamer

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Xbox games chief confirms Microsoft will show its titles are coming to PS5, other platforms at the Xbox Games Showcase — Xbox's CEO responds to controversy [UPDATED]

Microsoft's Xbox CCO Matt Booty has confirmed it will broadcast multiplatform availability of titles shown at the Xbox Games Showcase next week.

Windows Central

Xbox CEO Asha Sharma warns tough decisions are ahead, raising questions about Helix, Xbox Game Studios, and exclusives

Xbox's new CEO revealed that Xbox is in a tough spot in a new memo shared by The Verge. What could the "tough decisions" be on the horizon for Asha Sharma?

Windows Central

Xbox CEO says Game Pass price cuts are "a good first step" but the company has a lot more to do

"Since our price reduction we have seen acquisitions grow and retention improve"

GamesRadar

XBOX CEO says Game Pass cuts helped “retention improve” — but warns the bigger challenge will take time

XBOX CEO Asha Sharma says lowering the price of Xbox Game Pass helped improve subscriber retention after growth slowed following last year’s pricing changes. Sharma also addressed the company’s XBOX rebrand and hinted at more difficult decisions ahead.

Windows Central

"AI definitely has a place in gaming": I asked readers about the future of gaming AI, and I wasn't expecting these answers

AI fatigue is already a real thing, but I can't help but assume that its implementation in gaming is only getting started. I asked our readers what they think about this trend, and most answers were surprisingly helpful. Here's what Windows Central readers think about AI in gaming.

Windows Central

Cost cutting Xbox Game Pass subscription cancelled – and for a very weird reason

Sources claim that a much-requested new Game Pass tier has been ditched, and it's not Xbox's fault

How Microsoft’s new Gaming Chief Strategy Officer Matthew Ball could save Microsoft's Xbox business

XBOX has a new chief strategy officer as part of another leadership shakeup from CEO Asha Sharma. How might Matthew Ball handle XBOX's future? We can infer a bit from his own analysis.

Windows Central

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Windows Central

“Our job is to turn around the business": New Xbox chief strategy officer says joining was "irresistible," and his goal is "reviving storied franchises"

As part of plans for "strengthening Xbox’s console business," its new CSO Matthew Ball aims to elevate Microsoft's social "creator-centric" games.

Tom’s Guide

I asked ChatGPT to apply Asha Sharma’s leadership mindset to my life and it made me completely rethink my priorities

I asked ChatGPT to observe Xbox CEO Asha Sharma’s leadership mindsets and identify the best ways to incorporate them into my life while improving it.

Windows Central

Microsoft's Xbox CEO Asha Sharma hires "widely respected" gaming industry analyst for strategy — the move helps "position Xbox for the future”

In her latest wave of Xbox leadership hires, CEO Asha Sharma has brought industry analyst Matthew Ball and two others into the fold at Microsoft.

Windows Central

Xbox Ally in 2026: Thoughts on the state of "Xbox Mode" on Windows PC, AutoSR tested, and what comes next for Xbox Helix

I often think I'm the only "game journalist" on Earth actively using the Xbox Ally and Xbox Mode on PC. There are at least DOZENS of us globally using these devices ... so for that very small audience, I thought I'd share some thoughts on its current state.

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Creative Bloq

Has Xbox turned rebranding into fan service?

Branding by Twitter poll is a new extreme in the democratisation of the design process.

Windows Central

Xbox makes new 'Player Voice' forum to "collect your feedback and make it more visible," and I love it — the community's biggest issue is already clear

Microsoft has introduced a new Xbox Player Voice forum to "make it easier to share input and see how it’s handled" for fans eager to give feedback.

Windows Central

I reckon Asha Sharma wants to give Xbox its exclusive games back — but these PlayStation comments reveal why Microsoft probably won't let her

It's the year of GTA6. The game has an exclusive PlayStation marketing deal. Call of Duty is also not launching on PS4 this year, giving holdouts a reason to upgrade ... so why is Sony warning investors of decreased sales? And why is this relevant to Xbox exclusive games? Let's…

Windows Central

Xbox has officially (kind of) become XBOX because apparently we weren't typing loud enough

Xbox goes all-caps officially after a clever social media poll, and fans are loving it.

Windows Central

Microsoft's Xbox CEO Asha Sharma polls nearly 20,000 gamers on the brand's title — I can't believe this is what players want the Xbox name to look like

Xbox or XBOX? CEO Asha Sharma asked nearly 20,000 fans that question in a recent poll, and their preference for the title of Microsoft's gaming brand was clear.

TechRadar

'Holy crap! They are doing it!' — Xbox introduces highly requested Gamerscore feature

Xbox has announced new console changes that Xbox Insiders can test today, including the newly introduced tiered Gamerscore badges that were requested by fans.

Player One

Xbox 25th Anniversary Sparks Branding Debate as 'XBOX vs Xbox' Poll Gains Attention

Xbox CEO Asha Sharma launches a poll asking fans whether the brand should be styled as Xbox or XBOX during its 25th anniversary year.

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