Key Takeaways
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- Microsoft has restructured its gaming division, with Phil Spencer transitioning roles, Sarah Bond leaving as president, and Asha Sharma taking over as Xbox division leader.
- The changes were driven by concerns about underperforming strategies, declining hardware sales, and overall Xbox revenue under Bonds leadership.
- Current and former Xbox employees reportedly welcomed Bonds departure, citing a rigid leadership style that discouraged dissenting opinions.
- Microsofts appointment of Asha Sharma, previously President of Microsofts CoreAI, signals an attempt to implement a turnaround strategy due to concerns about losing market relevance in the gaming industry.
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The gaming industry is still absorbing the news of Microsoft’s sudden restructuring announcement last Friday, which included Phil Spencer’s transition, Sarah Bond’s departure as president, and Asha Sharma’s appointment to lead the Xbox division. Bond, who spearheaded Xbox’s Play Anywhere campaign and the “This is an Xbox” marketing strategy after key personnel changes at Microsoft, allegedly clashed with many Xbox employees due to this strategy. Sources speaking to Tom Warren at The Verge (and cited by Eurogamer) suggest that Bond advocated for a shift away from dedicated consoles towards cloud and mobile gaming. They also claim that her leadership style was perceived as rigid, fostering an environment where dissenting opinions were unwelcome. Despite playing a significant role in securing the Activision Blizzard King deal, declining hardware sales and overall Xbox revenue reportedly fueled the perception that Bond’s strategies, under Spencer, were underperforming. While Microsoft’s statements portrayed a smooth, planned transition, sources indicate significant internal tension and urgency. Microsoft intended to announce the changes on Monday but moved the announcement forward after IGN contacted them for comment, having obtained the information, according to The Verge.
Xbox Restructuring: Microsoft’s Appointment of Asha Sharma Signals Turnaround Strategy
That report indicates that Sarah Bond’s departure was met with relief from current and former Xbox employees. Bond, who joined Xbox in 2017 as Corporate VP of Business Development and Partnerships and rose to become President of Xbox in 2022, will remain as a Special Advisor during the transition. Meanwhile, Asha Sharma, previously President of Microsoft’s CoreAI, will become the new Microsoft Gaming CEO, and Matt Booty is being promoted to EVP and Chief Content Officer. The Verge also addresses speculation surrounding Phil Spencer, clarifying that he had been planning the restructuring with Microsoft for several months. However, Spencer’s reorganization was considered inevitable by Xbox employees, particularly given the ecosystem’s stagnation, the absence of major games to leverage the Activision Blizzard acquisition, and concerns about the weak game slate planned for the 2025 holiday season. This situation reflects Microsoft’s concern about the possibility of Xbox losing its market relevance. Microsoft views the appointment of Asha Sharma, with her expertise in product and AI operations, as an attempt to implement a turnaround.
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.jpg "Critical Report Exposes the Truth Behind Phil Spencer and Sarah Bond's Exit from Xbox 12")
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