Asha Sharma and Matt Booty officially comment on the return of the Xbox branding.
A recent report stated that Asha Sharma, Xbox CEO, said the Microsoft Gaming branding was being scrapped in favor of a full return to Xbox. Now, both Sharma and Xbox CCO Matt Booty have confirmed this with a joint statement outlining the future of Xbox and the brand’s mission.
Xbox Re-Considering Relationship with Exclusivity
The mission statement reveals that Xbox is reevaluating its approach to exclusivity and AI.
“Along the way, we will reevaluate our approach to exclusivity, windowing, and AI, and share more as we learn and decide,” it reads.
In recent years, Xbox has become more of a third-party publisher releasing games on Nintendo and Sony platforms. Now, it appears that the approach is being reconsidered.
Additionally, they speak about rebranding away from Microsoft Gaming, declaring that it accurately describes the company’s structure, but they are returning to their roots because Xbox better reflects the team’s ambition.
“We have to be honest about where we are. We’re a challenger, and meeting this moment will require pace, energy, and a level of self-critique that should feel uncomfortable,” the statement reads.
Asha Sharma Doesn’t Want Bad AI in Gaming
Asha Sharma previously worked in Microsoft’s AI division. However, despite her background, she has been outspoken about the problems with AI in gaming.
“AI has long been part of gaming and will continue to be,” Sharma said in a previous interview, noting that gaming needs new “growth engines,” but that “great stories are created by humans.”
Learn more about what Asha Sharma would like to see from future games at this link.
What are your thoughts on the future of AI and exclusivity at Xbox? Sound off in our official Discord server. Also, don’t forget to sign up for our weekly newsletter.
Comments