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RARE PHOTOS: 3 | Rare Historical Photos

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

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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

“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.

Windows Central

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.

Tom’s Guide

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

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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.

Windows Central

Has Xbox turned rebranding into fan service?

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

Creative Bloq

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.

Windows Central

'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.

TechRadar

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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.

Windows Central

"A welcome change:" Xbox’s new update is making achievements feel meaningful again — thanks to Gamerscore badges

Xbox’s latest Insider update introduces tiered Gamerscore badges, a new boot animation, and improved library filters as Microsoft continues refining the Xbox experience.

GamesRadar

Fallout 4 and Stardew Valley lead new Xbox Game Pass "starter edition" tier for Discord Nitro subscribers

A deal's a deal

Windows Central

"We have to sweat every single detail": Microsoft's Xbox CEO Asha Sharma vows to deliver Xbox updates every two weeks to "fix the fundamentals on console and PC" in 2026

Xbox CEO Asha Sharma is planning frequent updates for Xbox on both console and PC as part of Microsoft's efforts in "restoring our core."

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Windows Central

"Too many of us are eager to take Xbox for granted": Despite sentiment online and fears for the future — I've never been happier and more satisfied to be an Xbox gamer.

It's Schrödinger's Xbox. Simultaneously dead, and simultaneously feeling more alive than ever. Despite mainstream negative sentiment towards Xbox and Microsoft in general, I've never been happier to be a gamer in this ecosystem. On paper, everything is better than ever, but fears for Xbox's long term viability as an ecosystem…

Windows Central

Microsoft's Xbox architect Jason Ronald says we'll see more of Project Helix "later this year" — we'll know more about the next Xbox console before long

Microsoft's Xbox architect Jason Ronald says we'll get to see more of the next Xbox console, Project Helix, later this year.

Windows Central

Xbox continues its brand refresh with a slick new boot-up animation that leans into nostalgia and the return of "Team Green"

Xbox is introducing a brand new boot-up animation for Xbox consoles as part of the company’s ongoing brand refresh under CEO Asha Sharma. The new startup sequence embraces nostalgia and continues Xbox’s return to a more distinct visual identity.

Xbox rightly bins lame AI Copilot concept in bid to win back fans

Gaming sidekick gets kicked out

Tom’s Hardware

Xbox CEO Asha Sharma kills Copilot for Gaming — overhauls leadership with CoreAI veterans

Sharma took over as Xbox CEO in February after Phil Spencer retired following 38 years at Microsoft.

GamesRadar

Xbox CEO introduces new boot-up sound after executive overhaul, but it sounds pretty close to the current one

Microsoft's making further changes

Tom’s Guide

Xbox CEO just scrapped Copilot AI for consoles — and I couldn't be happier

Xbox CEO Asha Sharma just announced that development for Microsoft Copilot AI on consoles has been abandoned.

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