Microsoft is seemingly rebranding Xbox to XBOX
In February 2026, it was announced that Xbox chief Phil Spencer is departing from his post and is being succeeded by AI executive Asha Sharma. Although people were a bit skeptic at…
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Top stories
Microsoft's "This Is an Xbox" Campaign Might Already Be Over
…Related Story Xbox CEO Pulls the Plug on Copilot for Console, Admits Microsoft’s AI ‘Doesn’t Align’ With Xbox Meanwhile, an increasingly strong focus was placed on the Game Pass subscription…
Xbox CEO Asha Sharma kills Copilot for Gaming — overhauls leadership with CoreAI veterans
…This balance is important as we get the business… May 5, 2026 Microsoft first unveiled Copilot for Gaming at GDC in March 2025, positioning the AI assistant as a real-time sidekick…
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“Not even available in stores”: Dev on Xbox struggles in Japan
…But if consoles aren’t in retail stores, it raises a bigger question about how far that strategy can realistically go. That said, Xbox’s Project Helix will be a console/PC…
Xbox to 'reevaluate approach to exclusivity,' new CEO Asha Sharma says as Microsoft prepares to launch Halo on PlayStation
…Xbox CEO Asha Sharma is reassessing exclusivity strategies, however no concrete plans have been revealed so far. 0:00 / --:-- Use left and right arrow keys to seek audio. Xbox's new CEO…
Xbox 'Project Helix' launch could be delayed by the ongoing memory crisis
…shortages driven by AI infrastructure demand. Rising component costs and supply constraints may delay launch, increase prices, or force hardware changes, complicating Xbox's new affordability-focused strategy. 0:00 / --:-- Use left…
Xbox hardware revenue drops 33% year-on-year during Q3
…The executives added: "Along the way, we will re-evaluate our approach to exclusivity windowing and AI and share more as we learn and decide." Xbox's future strategy focuses on sustainable…
Xbox Game Pass gets official price cut in major Call of Duty shakeup
…For Nintendo, a strategy pivot has come in the form of lower prices for digital versions of its first-party games . After Yoshi and the Mysterious Book , Splatoon Raiders will be next…
Microsoft Gaming officially changed back to Xbox as brand evolves under new CEO
…This shift includes reversing previous strategies, cutting costs, canceling projects, and planning increased investment to enhance Xbox content and brand reputation. 0:00 / --:-- Use left and right arrow keys to seek audio…