New Xbox Gaming CEO Asha Sharma and Chief Content Officer Matt Booty circulated an internal memo admitting players are frustrated with slower console feature drops, weak PC presence, and rising pricing. The note outlines a sweeping strategy shift for Microsoft’s gaming division, including plans to overhaul how users interact with its core IPs, platforms, and live services.

Top priorities include stabilizing the Gen 9 Xbox Series X|S console lineup, strengthening cloud gaming across all devices, and fixing fragmented discovery and social tools. Sharma and Booty pledged to make Xbox the top platform for creators, with flexible pricing to lower entry barriers. They confirmed a full reevaluation of Game Pass sustainability, live service games, and user-generated content support.

The memo explicitly states Xbox will reevaluate its approach to exclusivity, windowing, and AI integration as part of the shift. Leaders framed the division as a challenger needing faster, more self-critical work to compete with global studios and platforms like Roblox. The team will now operate under the name Xbox rather than Microsoft Gaming to align with its original mission of connecting players.