Key Takeaways
Created with AI - we're still experimenting, so apologies if it misses the mark
- Microsoft has made significant leadership changes in Xbox to revitalize the brand, with Asha Sharma replacing Phil Spencer as CEO.
- The changes come after challenging years, including efforts to rebrand Xbox as a platform-agnostic brand and integrating Activision Blizzard, which reportedly caused internal dissatisfaction.
- Sarah Bond has stepped down from her position as number two in the gaming division. Sharma, formerly a Microsoft leader in Korea, is known for being enthusiastic, skilled in execution, and user acquisition, and will lead the gaming division.
- New Xbox hardware is reportedly in development with the goal to distinguish it from competitors, and employees feel hopeful about reversing the brands course.
Recommended products
This page contains affiliate links. As an Amazon Associate, we earn a commission from purchases made through these links.
Microsoft is implementing significant leadership changes to revitalize Xbox, reflecting the company’s concern about the brand’s future. According to tech journalist Tom Warren, these changes include Asha Sharma replacing Phil Spencer as CEO and Sarah Bond stepping down from her position as number two. Spencer stepped down as Xbox president in 2014, later becoming head of the Games Division in 2022. Shortly after Microsoft acquired Activision Blizzard for $68.7 billion, Spencer left his role, concluding challenging years that included efforts to rebrand Xbox as a platform-agnostic brand. Spencer’s tenure also saw a decline in hardware sales over the past three years, along with layoffs and studio closures resulting from the Activision integration, which reportedly caused internal dissatisfaction.
Many employees welcomed Spencer’s departure, according to Warren’s sources. Spencer had focused on expanding Xbox to mobile devices and cloud gaming, but this strategy faced challenges, including marketing missteps like the “This Is An Xbox” campaign in 2024 and ongoing delays in launching the Mobile Games Store. There was also a perception that the present was being neglected in favor of future possibilities. Within Microsoft, Spencer’s leadership was reportedly viewed as inflexible, with dissenting opinions marginalized and several top executives departing in recent months. Sharma, formerly a Microsoft leader in Korea, will now head the gaming division. Sources say she is enthusiastic, keen to learn, and skilled in execution and user acquisition, qualities Microsoft believes are crucial for Xbox. Despite not having prior gaming experience, Sharma has expressed her commitment to reviving Xbox and restoring the “Rebellious Spirit” of the Xbox 360 era. In a team chat, she emphasized that games are a human-made art form, rejecting shortcuts or careless AI.
Microsoft Empowers Sharma to Revitalize Xbox Brand, Distinguish from Competitors
Microsoft intends to maintain Xbox as a key consumer electronics brand and has appointed Sharma to spearhead changes. New Xbox hardware is reportedly in development, though release dates are not yet available. The goal is to distinguish Xbox rather than have it blend into other platforms. Employees reportedly feel hopeful and are ready to reverse the brand’s course, according to Warren.
In Case You Missed It
While exploring the vibrant world of gaming, you might want to check out Jonathan Dubinski’s latest post from February 24th, “Brazilian Game Developers Gather for Free Event in São Paulo”. Here, Dubinski showcases the thriving indie game development scene in Brazil with the upcoming Dev Game Show on March 14th. This free event brings together 21 Brazilian developers, featuring everything from 2D survival horror to retro console titles, gaming tournaments, food options, and interactive experiences – it’s a celebration of passion and creativity that you won’t want to miss Brazilian Game Developers Gather for Free Event in São Paulo. In other news, our quest to make learning about digital citizenship fun has been answered with an incredible new resource. Carlos Mendoza’s “UFSC Project Launches Educational Game on Digital Security for Youth and Teenagers” introduces us to “Lelê and the Threats in the Metaverse”, a 2D adventure game designed to teach young internet users about digital security through real-life situations, complete with offline access and supporting materials UFSC Project Launches Educational Game on Digital Security for Youth and Teenagers. Meanwhile, Marcus Thompson’s latest post from February 20th gives us a sneak peek into Amazon’s live-action Tomb Raider set featuring Sophie Turner as Lara Croft, revealing intriguing new images of this fresh take on the iconic adventurous archaeologist Sophie Turner’s New Pictures as Lara Croft on Set of Amazon’s Live-Action Tomb Raider Reveal a Different Look.