Microsoft’s New Xbox Chief Asha Sharma Revamps Game Pass and Brand Strategy
Asha Sharma, Microsoft’s newly appointed Xbox chief, is actively reshaping the division’s strategy following her promise of 'the return of Xbox.' After engaging with publishers at the Game Developers Conference and visiting internal studios, Sharma is addressing concerns that Game Pass has become too expensive for players. She plans to introduce flexible pricing models, potentially including a tier limited to first-party Microsoft games and bundles with third-party services like Netflix. Additionally, Sharma is reconsidering the inclusion of future Call of Duty titles in the subscription service to improve value. On the branding front, she swiftly discontinued the unpopular 'This is an Xbox' marketing campaign, acknowledging it did not resonate with fans. Instead, she is leading a brand reset that refocuses on console hardware, directing engineering teams to implement requested user interface improvements such as a cleaner Xbox guide and custom UI colors. These moves signal a strategic pivot aimed at restoring core gamer trust while adapting subscription economics to diverse market needs.
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Microsoft’s New Xbox Chief Asha Sharma Revamps Game Pass and Brand Strategy
Asha Sharma, Microsoft’s newly appointed Xbox chief, is actively reshaping the division’s strategy following her promise of 'the return of Xbox.' After engaging with publishers at the Game Developers Conference and visiting internal studios, Sharma is addressing concerns that Game Pass has become too expensive for players. She plans to introduce flexible pricing models, potentially including a tier limited to first-party Microsoft games and bundles with third-party services like Netflix. Additionally, Sharma is reconsidering the inclusion of future Call of Duty titles in the subscription service to improve value. On the branding front, she swiftly discontinued the unpopular 'This is an Xbox' marketing campaign, acknowledging it did not resonate with fans. Instead, she is leading a brand reset that refocuses on console hardware, directing engineering teams to implement requested user interface improvements such as a cleaner Xbox guide and custom UI colors. These moves signal a strategic pivot aimed at restoring core gamer trust while adapting subscription economics to diverse market needs.
The Verge