In a nushell

• Xbox rebrands “Microsoft Gaming” back to Xbox under new CEO Asha Sharma.
• Leadership outlines four priorities: hardware, content, experience, and services.
• Company confirms it is reevaluating exclusivity, windowing, and AI as part of its future strategy.

Microsoft’s gaming division will now simply be known as Xbox, as confirmed by new CEO Asha Sharma in a new message shared to the global Xbox team. Alongside chief content officer Matt Booty, Sharma shared a mission statement outlining the platform’s future direction, emphasizing a “new north star” focused on daily active players.

Four Strategic Priorities

To solidify the priority on daily active players, the mission statement highlights four pillars guiding Xbox’s future:

• Hardware: Stabilize Xbox Series consoles and deliver Project Helix for performance across console and PC.
• Content: Expand beloved franchises, strengthen third‑party partnerships, and grow in emerging markets.
• Services: Fortify Game Pass with sustainable economics, improve cloud gaming, and pursue acquisitions.
• Experience: Enhance discovery, customization, social, and personalization to better connect the community.

Xbox Will Reevaluate Exclusivity

Sharma also stated it will reevaluate its approach to exclusivity, windowing, and AI. While no firm commitments were made, the move acknowledges player concerns over first‑party titles launching on rival platforms like PlayStation 5 and Nintendo Switch 2.

Recently, tentpole titles like Forza, Gears of War, and Halo have been confirmed for PS5, along with other big titles like Fable, Starfield, and more.

Addressing Player Concerns

The letter candidly admitted that “players are frustrated,” citing fragmented experiences, rising costs, and weaker PC presence. Xbox aims to rebuild trust by offering flexible pricing, stronger tools for developers, and a more personalized ecosystem across console, PC, mobile, and cloud.

Xbox will be where the world plays and creates. We will build a global platform that connects players and creators everywhere. Console is at the foundation, delivering a premium experience, and cloud brings that experience to any device. You can play where you want, and your games, progress, friends, and identity stay with you across console, PC, mobile, and cloud.

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.