Asha Sharma addressed the employees and honestly assessed the situation in the division.
In a message to the team, which was quoted by The Verge journalist Tom Warren, Xbox head Asha Sharma openly admitted: the price increases for Game Pass and consoles in 2025 slowed audience growth and triggered an accelerated subscriber churn. The April price reduction — although it did not return it to the previous level — produced a tangible result: the influx of new users accelerated, and retention of existing ones improved.Sharma emphasized that all accumulated problems cannot be solved with a single step. According to her, the division faces systemic work and readiness for "difficult investment decisions." The head also drew attention to the shift to writing XBOX in all capital letters — as a symbol of rethinking the brand positioning.
Microsoft has unveiled an updated green Xbox logo — naiwa | UniversumThe brand is gradually moving away from the minimalist black-and-white version. universum.ink
Xbox head admitted: lowering the Game Pass price helped, but this is just the beginning
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Asha Sharma addressed the employees and honestly assessed the situation in the division.