Xbox executives, Asha Sharma and Matt Booty, want Xbox to be associated with affordability and personality.
In 2026, Xbox is undergoing a transformation. On February 20, the company underwent a major restructuring that led to Phil Spencer’s retirement. Sarah Bond, the former president of Xbox, also stepped down. In their place, Asha Sharma was appointed as the new Executive Vice President and CEO of Microsoft Gaming.
Now, two months later, Sharma announced the company was moving away from the Microsoft Gaming branding to bring back the full Xbox brand.
Xbox Will Be Built to Be Affordable, Says Execs
The mission statement, credited to both Asha Sharma and Matt Booty, outlines the brand’s core values going forward. During a time of financial uncertainty, Xbox has declared that its future, rooted in the success of its upcoming console, Project Helix, will be built around affordability and player choice.
“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,” the statement reads.
The rising cost of game development and gaming hardware has been a large topic of discussion lately. Numerous development studios have faced major layoffs, and it is even rumored that the next PlayStation console could be on hold until at least 2029.
These rising costs are addressed in the statement, with Booty and Sharma touting that their players have more access to games than ever, and the growing financial stake puts pressure on what gets made and how certain risks are calculated.
“More players are also choosing subscriptions and services as their primary way to play, with expectations set around instant access, ongoing value, and libraries that evolve continuously,” they say.
Speaking of subscriptions, Sharma recently lowered the price of the highest-tier Xbox Game Pass subscription. Learn more about that choice here.
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