Xbox CEO Asha Sharma discusses the brand’s efforts to retain user engagement and grow its player base in an increasingly competitive landscape.
In 2026, there are so many entities fighting for engagement. Social media apps like YouTube and TikTok are competing with streamers like Netflix and Prime Video, as well as video game platforms like PlayStation and Xbox.
As Xbox looks to reshape its future following the retirement of Phil Spencer and the appointment of Asha Sharma as new CEO, the organization is recommitting to players rather than chasing emerging trends.
Asha Sharma Doesn’t Want Xbox’s Developers to Lose Focus
In an interview with Windows Central’s Jez Corden, Sharma was asked about her plans to explore new avenues to help Xbox grow its audience. In response, she reaffirmed her commitment to loyal users, saying that if the time comes to invest in a different community, they will evaluate these things on an individual basis.
“What I don’t want to do is have any creator at Xbox dilute their focus to chase an emerging community,” Sharma explained. “If we want to invest in a new community, we’ll look at how to do that. But it’s really important that people stay true to their core when they’re building.”
Elsewhere in the interview, she discussed her plans to drive Xbox’s rise through hardware and first-party offerings. Read her full comments here. Learn more about Phil Spencer’s retirement here.
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