Games & Commerce

Microsoft declares player-first strategy as major Xbox overhaul accelerates

Asha Sharma, Microsoft’s new head of Xbox, is pushing a new hardware and service strategy centered on cutting the cost burden of Game Pass and restoring a console-led brand identity. The plan includes more flexible subscription tiers, possible bundles with other services and options to manage costs around day-one releases. Microsoft is also resetting marketing and prioritising long-requested interface features while investing in engineering and data foundations ahead of next-generation console Project Helix.

Games & Commerce

Former PlayStation executive Layden takes aim at Microsoft\'s Xbox Game Pass strategy

Former Sony PlayStation executive Shawn Layden criticised Microsoft\'s operating strategy for its subscription game service, Xbox Game Pass, and questioned the model\'s sustainability. The debate intensified after Xbox CEO Asha Sharma cited the need to overhaul Game Pass in an internal memo, saying the current model is not final and value needs to improve. Market attention has also focused on price increases and possible plan integration that could raise costs further.