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The Latest Breaking News from Asha Sharma

Xbox Game Pass "has become too expensive for players," new CEO reportedly admits in leaked memo

Asha Sharma apparently knows that players "need a better value equation"

GamesRadar

Microsoft's new Xbox CEO Asha Sharma says Game Pass "has become too expensive for players," suggesting a price change — "we need a better value equation"

Reportedly, Xbox CEO Asha Sharma has signaled to employees that Microsoft is planning to figure out "a better value equation" for Xbox Game Pass soon.

Windows Central

Fresh Xbox discoveries point to "Duet" codename: A possible companion to "Triton" and more Game Pass subscription tiers?

A new Xbox Game Pass codename, Duet, has appeared alongside Triton in backend data, prompting speculation about potential new Game Pass tiers and possible subscription bundles involving external partnerships.

Windows Central

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CD Projekt CEO weighs in on the impact of Xbox Game Pass and Asha Sharma's new role: "She’s a super smart person."

CD Projekt Red CEO Michał Nowakowski recently discussed the impact of Xbox Game Pass, explaining how it helps bring The Witcher 3 to a new generation of players while extending the game’s lifecycle.

Windows Central

Microsoft's new gaming boss axed 'This is an Xbox' campaign because 'it didn't feel like Xbox' — Xbox brand undergoes transformation to redefine its identity

The "This is an Xbox" marketing campaign was met with severe backlash from pretty much everyone outside Microsoft's top brass. Now, it seems like the brand is course-correcting with new Xbox chief Asha Sharma leading the charge for a rejuvenated Xbox, and personally killing the controversial campaign.

Tom’s Hardware

Xbox drops a bunch of 25th Anniversary merch and signals a major vibe shift at Microsoft

Xbox is turning 25, and the celebration comes with a 73Studio collab and some new gear to fawn over. The brand is signaling a "Return to Xbox" that you can wear.

Windows Central

Xbox 'Triton' leak hints at first major changes under new CEO Asha Sharma

A new leak revealed a potential new Game Pass tier that would only feature first-party Xbox games.

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Why did Microsoft end 'This is an Xbox' marketing? Microsoft responds — "It didn't feel like Xbox."

Microsoft's controversial Xbox marketing campaign "This is an Xbox" was almost immediately ended after new CEO Asha Sharma came on board. Microsoft explains why.

Windows Central

The $30 Xbox Game Pass problem could be fixed without dropping the price

Subscription fatigue is real, and at $360 a year, Game Pass Ultimate is a major culprit. However, the grapevine suggests a major shake-up is coming under new leadership. If Xbox wants my $30, they need to stop giving me what they want to sell and start giving me what I…

Windows Central

Xbox Game Pass May Get a Revamp with Cheaper Plans, A New Netflix Bundle, Says Report

Xbox may be giving Game Pass a revamp that will introduce new plans and bundles in the future for gamers.

Player One

Microsoft's new Xbox CEO Asha Sharma is considering making Game Pass cheaper after last year's price hike — "lower-priced tiers" could be on the way

Xbox's new CEO Asha Sharma is reportedly exploring bringing "lower-priced tiers" to Microsoft's Xbox Game Pass service in order to attract new customers.

Windows Central

Xbox and Netflix have “kicked around ideas” — could a Game Pass bundle be in our future?

Xbox’s new CEO Asha Sharma has reportedly discussed a potential Netflix partnership, with both companies exploring the idea of a subscription bundle.

Windows Central

'Crimson Desert' issues on Xbox PC underpins the vast amount of work required for Xbox Helix — Xbox PC can't afford to be this unreliable forever

"Crimson Desert" should've been a big win for Xbox Play Anywhere on PC, but what followed was a swath of issues that casts a bit of a question mark over Xbox Helix.

Windows Central

Take-Two CEO backs Asha Sharma — “I’m going to bet on her continuing to do great”

Take-Two CEO Strauss Zelnick shares his thoughts on Xbox’s new CEO Asha Sharma, offering support and explaining what drives success in the gaming industry.

Windows Central

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PC Gamer

Take-Two boss declines to offer advice to the new Microsoft Gaming chief, says she'll be fine on her own: 'She’s a highly accomplished executive who’s done just great without ever having met me'

Asha Sharma came into Microsoft's Xbox business without a background in gaming, but Zelnick did the same thing at Take-Two and that's worked out pretty well.

GamesRadar

Todd Howard was "really, really sorry" to see former Xbox chief Phil Spencer retire, but says new CEO Asha Sharma "is great"

Spencer is "a good friend" of Howard

Destructoid

Microsoft confirms Copilot AI is coming to Xbox, mere weeks after new CEO said gaming division would avoid ‘soulless slop’

Hey Copilot, do I suck at this game?

TechRadar

The next Xbox is coming soon, here's what we know (and don’t know) about Project Helix so far

Everything we’ve learned about Xbox Project Helix so far, and the biggest question that hasn’t yet been answered.

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Windows Central

"This is an Xbox" campaign vanishes overnight as Microsoft begins to "Build for What's Next"

Microsoft has scrubbed the "This is an Xbox" campaign from official sites, signaling a sharp pivot toward "Project Helix" and a return to console-first branding.

TechRadar

Microsoft confirms its next Xbox, Project Helix, will go out to studios next year — 'We plan to ship alpha versions of the hardware to developers beginning in 2027'

Microsoft has shared new details about its next-generation Xbox console, Project Helix, and confirmed it will be in developers' hands sooner than expected.

Dot Esports

Everything we know about Xbox’s upcoming console, ‘Project Helix’: Release date, price, and more

The next generation console from Xbox has been confirmed, after years of rumors and speculation surrounding the project.

Player One

Xbox Project Helix Has Reportedly Been Under Development for 10 Years

A new report has claimed that Microsoft's plans to create a console capable of running multi-platform games was planned for 10 years now.

Windows Central

Xbox fans have strong opinions about backward compatibility, so we asked them why it still matters in 2026

Xbox fans across Windows Central communities shared the classic original Xbox and Xbox 360 games they want revived through backward compatibility, alongside wider discussions around preservation and revisiting older favorites.

PC Gamer

Microsoft's CEO insists that Xbox, 'at its best, lifts the entire company' and that it will 'always' invest in gaming

The future looks green?

Windows Central

Move over “This is an Xbox” — “Build for what’s next” tells fans the “future of Xbox starts now” at GDC

Xbox is showcasing new slogans at its GDC booth including “Build for what’s next” and “The future of Xbox starts now,” hinting at the company’s messaging for the next era of Xbox.

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