Daily active players to become “north star” KPI, firm will “reevaluate” its approach to exclusivity and AI and offer “flexible pricing”
Microsoft Gaming is reverting to Xbox under its new leadership, it has announced, as part of a sweeping new mission statement shared with staff.
The company adopted the Microsoft Gaming brand in January 2022 following its acquisition of Activision Blizzard.
In a memo to employees published on Xbox Wire, CEO Asha Sharma and CCO Matt Booty said Microsoft Gaming “describes our structure but it does not describe our ambition.”
Sharma and Booty stated that Xbox’s “new north star” will be daily active players and prioritising improvements in hardware, content, experiences, and services.
The console remains central to Xbox’s future plans, and will be “built to be affordable, personal, and open.”
“The model that got us here won’t be the one that takes us forward,” wrote Sharma and Booty.
The executives added: “Along the way, we will re-evaluate our approach to exclusivity windowing and AI and share more as we learn and decide.”
They also outlined plans to expand into China, emerging markets, and mobile-first audiences, while maintaining and growing Xbox’s presence in live games and long-term stewardship.
Xbox aims to achieve durable growth and strong cost discipline by strengthening Game Pass with a sustainable financial model.
The firm will enhance creator-centric platforms such as Minecraft, The Elder Scrolls, and Sea of Thieves, and to improve discovery, customisation, social, and personalisation features for the community.
Earlier this week, Xbox reduced the price of its top-tier Game Pass subscription and removed Call of Duty from its day-one launch lineup in response to customer feedback.
This decision followed internal communication from Sharma, who said the service had “become too expensive for players.”
Game Pass Ultimate dropped from $29.99 to $22.99 per month, while PC Game Pass fell from $16.49 to $13.99 per month.
The price reduction does not fully reverse the 50% increase implemented in October 2025.
Last month, Xbox announced its next-generation console, codenamed Project Helix.
Jason Ronald, Xbox VP of next generation, said the console will deliver “high performance and provide the ultimate player-first experience.” This is supported by a multi-year partnership with AMD.
