Xbox desires gamers to really feel like “Xbox avid gamers” once more. To do this, the corporate behind the large inexperienced “X” must regain all of the avid gamers it misplaced in its senseless quest for recreation subscriptions. Realizing right now’s gamers and their eager for an easier—and fewer anti-consumer—period of gaming, it might be Xbox’s greatest and solely guess.
On Thursday, Xbox’s new CEO, Asha Sharma, and chief content material officer, Matt Booty, printed an inside memo that they’d despatched to Xbox employees. The letter revealed the “Microsoft Gaming” model was now—merely—”Xbox” once more. Separating itself from Microsoft is a brilliant play. It’s the tech monolith’s final absolutely consumer-facing model. The broader Microsoft portfolio appears to be like like a Charlie Kelly conspiracy board of authorities (and navy), B2B, and AI contracts.
Xbox’s earlier management beneath Phil Spencer spent the previous couple of years letting the Xbox Sequence S and Sequence X slip away into obscurity. In 2026, Xbox’s new aim is placing gamers’ butts in seats, and meaning returning to the “Gen 9” consoles.
In an interview with recreation journalist Stephen Totilo, Sharma mentioned, “We’re investing in [Xbox Series S/X] as a first-class expertise once more, and we need to guarantee that all of the gamers who need to be on Gen 9 are on Gen 9 with an amazing console with common updates.” In line with The Verge’s Tom Warren, these updates might come each two weeks.
Xbox chief Asha Sharma additionally talked about throughout her all-hands yesterday that the groups are assembly each day on Venture Helix, and that there may even be biweekly Xbox Sequence S/X console updates till finish of the 12 months. The reinvestment in Xbox OS may be very attention-grabbing.
— Tom Warren (@tomwarren) April 24, 2026
The Xbox Sequence X now begins at $600 for the digital version, $150 greater than it did in 2020. The console is cost-equivalent to the PlayStation 5 after current value hikes. Earlier than and after the apocalyptic value adjustments of 2025, Xbox trailed PS5 in console gross sales. Sharma advised Totilo she was “eager to see the Xbox [division] return to development subsequent 12 months.” A part of this new push is a lower-cost Xbox Sport Go Final subscription. The worth drop drew reward from avid gamers, even when it sacrifices the prospect to play Name of Obligation titles on launch day.
The sky-high prices of the Sequence S/X gained’t assist carry again development. The $900 PlayStation 5 Professional with its up to date upscaler is at present probably the most highly effective console you should purchase exterior of PCs. With Venture Helix on the horizon and a potential launch in 2027, few gamers would need to purchase a last-gen console that prices greater than it did on launch day. So it should come right down to recreation and peripheral gross sales. Sharma and Booty had been express that they’re nonetheless doing the interior value/profit evaluation on console exclusivity. To hit development, not to mention profitability, they want extra avid gamers to purchase in, particularly extra each day lively customers, or DAU.
Xbox doesn’t want new gamers; it wants previous gamers
In impact, Sharma desires gamers who used to play on Xbox to return again to the fold. Phrase of mouth issues lots in gaming circles when margins are so slight. That’s why Sharma and Booty talked about new equipment and peripherals for present Sequence X gamers. Microsoft’s gaming arm already has a crew specializing in participant experiences. The group not too long ago added new visuals and sound results to achievements. Reminding gamers of the unique pops and celebrations for scoring uncommon achievements on their Xbox 360 is sort of a hit of nostalgia-laced dopamine proper to the large vein.
You possibly can witness this play towards nostalgia plainly within the redesigned Xbox emblem. As a substitute of a bland white X on a black background, the brand new model is suffused in a inexperienced neon that’s instantly reminiscent of the unique nuclear-toned particular version Halo Xbox console.
We Are Xbox pic.twitter.com/tJs10kGLwn
— Xbox (@Xbox) April 23, 2026
Sharma—regardless of being harangued for her lack of gaming expertise when she first got here on—has come across this level after lower than two months on the job. She’s mentioned all the best issues to get Xbox followers excited once more. All that’s left is to attend and see if the corporate follows via on its guarantees.
