Xbox will never be the same: Asha Sharma has decided to shut down Microsoft Gaming and reconsider her approach to exclusive games and AI
Виталий Гущинский
Asha Sharma has closed Microsoft Gaming, now the gaming division will be called Xbox. In a new message to employees, she also announced a review of the brand concept and specific steps that will help achieve success.
The letter from Asha Sharma is called «We Are Xbox». At the very beginning, the manager explains why the decision to rebrand was made.
«To achieve our master plan, the way we work must transform. Our best work happens when the full stack moves together. “Microsoft Gaming” describes our structure but it does not describe our ambition. So, we are going back to where we started and changing our team’s name».
The head of Xbox noted that the management has identified four areas where the gaming division will focus. The first direction concerns the equipment. That's what Asha Sharma thinks is most important:
- make Gen9 a reliable and high-quality foundation;
- bring Project Helix to a leading position in terms of performance;
- become a leader in the production of user-friendly, personalized and high-performance accessories;
- create a powerful ecosystem.
The second line of work focuses on content:
- develop an extensive portfolio of franchises that players enjoy;
- improve partnerships with publishers;
- enter the Chinese market, emerging markets, and the mobile-focused audience;
- support and develop game services;
- develop creator-oriented platforms such as Minecraft, The Elder Scrolls series, and Sea of Thieves.
The third aspect of Asha Sharma's plan is to improve the user experience:
- eliminate the main problems faced by players and partners;
- make Xbox the best platform for developers and content creators;
- redesign the search, customization, social media, and personalization system to bring the community together.
The head of Xbox sees the development of services as another direction.:
- strengthen Game Pass's position through clear differentiation and a sustainable economy;
- return the business to stable growth due to strict budget discipline;
- make cloud gaming familiar, fast, and reliable on TVs and low-cost devices;
- use mergers and acquisitions to accelerate growth where organic growth is too slow.
In addition, Asha Sharma announced that Xbox management will be reviewing its approach to exclusivity, release dates, and artificial intelligence.
It seems that the first changes have already begun, and they relate to the Game Pass. Today it became known that Xbox is preparing the cheapest tier called Starter Edition. Access to it will be enabled for everyone who already has a Discord Nitro subscription.
How would you rate the course chosen by the new head of Xbox?
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