Xbox Announces Major Reset Plan & Branding Shift, Asha Sharma Says “We Are Xbox”

Xbox has undergone major leadership shakeup earlier this year. Now, the gaming division of Microsoft has a new CEO, Asha Sharma. Ever since Sharma assumed the role of Xbox CEO, a lot has happened. Sharma led the move to scrap the “This is an Xbox” campaign, announced price cuts for Xbox Game Pass, teased partnership with Discord over Game Pass, and even commented on Xbox’s mobile store. Worth noting that she is also overseeing the development of Project Helix, the next-gen Xbox console.

Xbox acknowledges shortcomings and player frustration as it announces branding shift and big reset plan

Not to mention, Asha Sharma is quite serious about taking Xbox in the right direction. Speaking of which, Microsoft Gaming is now being scrapped and, just like it used to be, the gaming division in Microsoft will now be called “Xbox” going forward.

In a published internal memo, Xbox CEO Asha Sharma and head of Xbox Game Studios Matt Booty, not only announced the branding shift but also acknowledged areas where Xbox has “work to do.” Players are frustrated, and Xbox is openly acknowledging it. The internal message does not sugarcoat where things stand right now, pointing to slower console updates, a weaker PC presence, and pricing that is becoming harder for users to keep up with.

Xbox leadership goes on to admit that “core experiences like search, discovery, social, and personalization still feel too fragmented.” Developers and publishers are also constantly looking for better tools, clearer insights, and a platform that actually helps them grow instead of slowing them down.

What stands out is how much player behavior has shifted underneath Xbox’s feet. A new generation of users is coming in with very different expectations, split across games, media, and social platforms, with no real attachment to a single ecosystem. That is something Xbox needs to catch up with. The leadership also goes on to acknowledge that “the model that got [Xbox] here won’t be the one that takes [Xbox] forward.” As Sharma and Booty reflected back on the journey and shortcomings of Xbox, they also shared a comprehensive plan on how the company is looking to move Xbox toward the right direction.

Asha Sharma wants Xbox to be a “place where the world plays and create”

Xbox will be shifting toward a global play and creation platform, where it connects users across console, PC, mobile, and cloud. Console stays the premium base while cloud removes device limits. “Xbox will be built to be affordable, personal, and open. We will offer flexible pricing so it’s easy to get started and keep playing. The experience will adapt to you, letting you customize how you play, helping you find what you’ll love, and connecting you with the right people. And we will be open to all creators, from individuals to the largest studios, giving anyone the tools to reach a global audience and keep their games growing over time,” notes Xbox leadership.

Wondering how Xbox will achieve all this? Well, the gaming division has a comprehensive plan for it, take a look below:

Hardware

• Stabilize Gen9 as a healthy and high-quality base 
• Deliver Project Helix to lead in performance and play your console and PC games
• Lead in comfortable, personal, high-performance accessories
• Build a strong ecosystem that expands choice and reach

Content 

• Grow and extend an enduring portfolio of franchises players love
• Evolve our 3P partnerships and strengthen our 5-year slate
• Expand into China, emerging markets, and mobile-first audiences 

• Maintain and grow in live games and long-term stewardship
• Elevate creator-centric platforms like Minecraft, The Elder Scrolls, and Sea of Thieves

Experience

• Fix the fundamentals for players and partners 
• Make Xbox the best place for developers and creators to build and grow 
• Overhaul discovery, customization, social and personalization to connect the community 

Services

• Fortify Game Pass with clear differentiation and sustainable economics 
• Return the business to durable growth with strong cost discipline 
• Make cloud play feel native, fast, and reliable across TVs and low-cost devices
• Use M&A deliberately to accelerate growth where organic paths are too slow

The company will also reassess its approach around exclusivity, windowing, and AI. All that said, the plan does look promising, and if the new Xbox CEO along with the team manages to deliver what they said in the internal memo, Xbox will be able to reach new heights.