Xbox's new chief executive officer Asha Sharma continues to spend the beginning of her tenure undoing the decisions of the previous regime. After Sarah Bond described the next generation of Xbox as a "very premium, very high-end, curated experience," Sharma is relaying a seemingly more realistic message. One where she and her regime understand that players will likely neither be willing nor capable of spending thousands of dollars on new hardware, and that the platform will need to try something other than just trying to deliver a 'high-end, premium experience.' This is another comment that comes from Sharma's recent Fortune […]

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New Xbox Chief Strategy Officer Matthew Ball shared a lot of interesting tidbits about the platform and publisher's new plans in a live chat with The Game Business at Summer Game Fest 2026. As covered in our previous report, Ball admitted that the 50% price hike for Game Pass Ultimate enacted a few months ago caused a major subscriber decline, and that the return to exclusives is part of the strategy to rebuild the core console business. As reported by Gamespot, Ball also addressed the thorny issue of the component crisis, which has caused RAM and storage prices to skyrocket, […]

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