Xbox desires gamers to really feel like “Xbox avid gamers” once more. To try this, the corporate behind the large inexperienced “X” must regain all of the avid gamers it misplaced in its senseless quest for sport subscriptions. Figuring out at this time’s gamers and their eager for a less complicated—and fewer anti-consumer—period of gaming, it might be Xbox’s finest and solely guess.
On Thursday, Xbox’s new CEO, Asha Sharma, and chief content material officer, Matt Booty, printed an inner memo that that they had despatched to Xbox workers. The letter revealed the “Microsoft Gaming” model was now—merely—”Xbox” once more. Separating itself from Microsoft is a great play. It’s the tech monolith’s final totally consumer-facing model. The broader Microsoft portfolio appears like a Charlie Kelly conspiracy board of authorities (and army), B2B, and AI contracts.
Xbox’s earlier management underneath Phil Spencer spent the previous couple of years letting the Xbox Collection S and Collection X slip away into obscurity. In 2026, Xbox’s new objective is placing gamers’ butts in seats, and meaning returning to the “Gen 9” consoles.
In an interview with sport journalist Stephen Totilo, Sharma stated, “We’re investing in [Xbox Series S/X] as a first-class expertise once more, and we need to be sure that all of the gamers who need to be on Gen 9 are on Gen 9 with an excellent console with common updates.” In response to 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 day by day on Venture Helix, and that there can even be biweekly Xbox Collection S/X console updates till finish of the yr. The reinvestment in Xbox OS could be very fascinating.
— Tom Warren (@tomwarren) April 24, 2026
The Xbox Collection 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 instructed Totilo she was “eager to see the Xbox [division] return to development subsequent yr.” A part of this new push is a lower-cost Xbox Recreation Go Final subscription. The worth drop drew reward from avid gamers, even when it sacrifices the possibility to play Name of Obligation titles on launch day.
The sky-high prices of the Collection S/X received’t assist deliver again development. The $900 PlayStation 5 Professional with its up to date upscaler is at the moment essentially 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’s going to come right down to sport and peripheral gross sales. Sharma and Booty had been express that they’re nonetheless doing the interior price/profit evaluation on console exclusivity. To hit development, not to mention profitability, they want extra avid gamers to purchase in, particularly extra day by 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 quite a bit in gaming circles when margins are so slight. That’s why Sharma and Booty talked about new equipment and peripherals for present Collection X gamers. Microsoft’s gaming arm already has a crew specializing in participant experiences. The group lately 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 may witness this play towards nostalgia plainly within the redesigned Xbox brand. As an alternative 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 stumble on this level after lower than two months on the job. She’s stated all the suitable 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.
