Xbox CEO: We Will Consider Changes To Exclusivity

Microsoft’s Xbox division is undergoing a significant strategic recalibration under new leadership. CEO Asha Sharma and Chief Content Officer Matt Booty have scrapped the “Microsoft Gaming” branding adopted in 2022, returning to the “Xbox” identity as the company’s core gaming brand.

In a memo to employees published publicly on Xbox Wire, Sharma and Booty acknowledged current frustrations among players, including infrequent console feature updates, insufficient PC presence, rising pricing concerns, and fragmented core experiences in search, discovery, and personalization. They also noted developer and publisher dissatisfaction with existing tools and platform insights.

The new strategic framework centers on four priorities: hardware (stabilizing the current generation while developing Project Helix, the next-gen console), content (growing first-party franchises and evolving third-party partnerships), experience (improving search, discovery, and personalization), and services (reworking Game Pass with sustainable economics). Daily active players will serve as the primary success metric going forward.

Most notably, Xbox confirmed it will “reevaluate” its approach to exclusivity, windowing, and AI—signaling potential changes to how the company handles exclusive releases and platform strategy. The leadership team also indicated Xbox is once again considering acquisitions to strengthen its portfolio.

These changes mark a dramatic departure from previous leadership under Phil Spencer and Sarah Bond, both of whom departed in February 2026. The new direction emphasizes affordability, cross-platform presence, and broader player appeal over exclusive content strategies.

Xbox CEO: We Will Consider Changes To Exclusivity

Sources