konnichiwa on 29 May 2026
New CEO Asha Sharma says a stronger Xbox will require making "hard choices:
"That means making hard choices about what we build, where we invest, and what kind of company we need to be going forward. That is part of what you are starting to see in the shift from Xbox to XBOX. It reflects a decision to be deliberate in how we show up for the players who care most about this brand."
One of those hard choices was reversing last year's Game Pass price hike, which she admitted had hurt the service's growth.
