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
Revenue Down: Xbox Faces Layoffs as Microsoft Reconsiders Strategy
1w agoXbox is rethinking its Project Helix strategy as memory prices continue to soar
1w agoAs PlayStation 5 players miss out on Gears of War: E-Day and Clockwork Revolution, Xbox's Matt Booty has sought to clarify Xbox's exclusivity strategy going forward
1w agoXbox clarifies exclusive game strategy, confirms multi-platform live services
1w agoGame Pass bled millions of subscribers after price hike, Microsoft says Xbox not in 'healthy place'
…The not-so-surprising info was revealed by new Xbox chief strategy officer Matthew Ball, who told The Game Business that Microsoft lost millions of Game Pass subscribers after the steep price…
Xbox teases Discord partnership as Game Pass flexibility expands
…This strategy aims to add value, address price concerns, and position Game Pass as a multi-platform hub for gaming and community engagement. 0:00 / --:-- Use left and right arrow keys to…
Matthew Ball joins Microsoft as Gaming Chief Strategy Officer — here’s how he could steer Xbox’s future
…Taking zero risks on new IP doesn't exactly seem like a great strategy either. Matthew Ball was previously head of strategy for Amazon Prime and was instrumental in putting it on…
Microsoft's Xbox CSO believes ads may help "keep our products affordable"
…chief strategy officer Matthew Ball is considering the implementation of in-game ads. Speaking with The Game Business , Ball says rising development costs coupled with increasing hardware prices (thanks, AI , for the…
Xbox will pay five times more for memory and storage in 2027 than it did two years ago — CEO Asha Sharma admits there's an unsustainable hardware gap that 'cannot continue'
…The situation is a bit ironic considering Microsoft is one of the biggest constituents of the AI boom, and a central player in the AI phenomenon that is driving up storage and…
Xbox announces leadership changes as it stops development of Gaming Copilot for console
…VP of gaming AI, will remain in her role, as well as head of a "newly formed personalisation organisation" focusing on player issues Jennifer Creegan, VP of strategy, business model, and insights…
Report: Xbox may be spun off into subsidiary or joint venture with another company
…Microsoft has made parts of its strategy clear to fans, and when something is decided, the team may just reveal their ideas and plans when they materialize. For now, Xbox has decided…
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…
“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…