… Under the previous leadership, Xbox somewhat shifted away from its console-first focus and into game streaming, and Sharma has vowed to reverse course , or at least course correct the trajectory of Xbox. …
Xbox's New CEO Punts Copilot AI on Console as Microsoft Reworks Gaming Strategy by Alan Velasco — Wednesday, May 06, 2026, 01:50 PM EDT Microsoft’s Xbox gaming division is undergoing a major shift in strategy as recently installed CEO Asha Sharma has been implementing changes big and small. …
… One of the big shifts has been to nix the “this is an Xbox” campaign that sought to make anything and everything into "an Xbox." However, the company is still looking to give players a more consistent experience in the various devices they use to access its ecosystem. …