Recently, Microsoft's new gaming business CEO Asha Sharma revealed the company's future strategy, the core of which is the next-generation console code-named "Project Helix." Unlike before, this will be a hybrid console and PC device that can run both Xbox games and titles from Steam and the Epic Game Store.
Asha Sharma admits that the Xbox brand is no longer what it once was, but Microsoft is no longer willing to risk what little is left of its image. She plans to start with bi-weekly updates, targeting 2026, aiming to rediscover the "essence" of Xbox - including the developer ecosystem and the Xbox team itself.
Nowadays, exclusive games have almost disappeared, and all titles are available on PC and even run on PS5. In terms of price, Xbox Series X and PS5 are almost the same, and there is no longer a significant price difference like in the PS3 era. Many players choose Sony at the same price. Sharma wants to recreate the spirit of Xbox from a decade ago—and to do that, she's going to make a lot of changes.
Sharma, who succeeded Phil Spencer as CEO, acknowledged that players are unhappy with the current state of Xbox. She promised to launch more frequent "bi-weekly" updates for the Xbox platform and its PC ecosystem to solve various problems and "take care of every detail" so that players can regain confidence.
At present, Microsoft has not yet made a final decision on whether to maintain a full-platform strategy or return to exclusivity. Sharma's strategy is divided into four key points:
1. Future console - Project Helix is a top priority, and its success or failure is directly related to the survival of the brand.
2. Dual-platform experience - To provide an excellent Xbox and PC game playing experience, it is necessary to ensure that a good foundation is laid in 2026 to welcome the launch of the console in 2027.
3. Daily Active Players – Keeping players coming back to the platform every day is a priority for the company.
4. Company reorganization - As shown by the appointment of the new CEO, the reorganization will involve other areas such as generative AI and game studios.
If the new generation system fails again, the Xbox brand may come to an end. What do you think about this? Do you think the golden age of Xbox can be recreated in the future? Welcome to discuss in the comment area.