Xbox's CEO Asha Sharma wants it to become "the number one gaming and entertainment company" by 2030

Xbox CEO Asha Sharma says Xbox is aiming to become “the number one gaming and entertainment company” by 2030 rather than chasing profit margin, adding that the next few months will be about “resetting the business.”

The details:

• In an interview with Bloomberg, Sharma stated that Xbox is "not in a healthy spot," citing four revenue-declining quarters out of six, a 33% decrease in hardware revenue, and a Game Pass price hike that slowed growth and increased churn. She also believes the brand has "lost the confidence" of its core fans due to past decisions, such as moving away from the console business.
• She claims that Microsoft's leadership has scrapped the previously set 30% revenue target, allowing Xbox to focus on becoming the number one gaming brand by increasing daily active users across all platforms.
• Sharma and Xbox content chief Matt Booty's new reset plan prioritizes supporting console players, offering flexible pricing, promoting strong first-party games and exclusives, and expanding into PC, mobile, China, and emerging markets.
• Sharma has already canceled some marketing and AI projects, including the "This is an Xbox" brand campaign and Microsoft Copilot integration for consoles, and hired new executives like Matthew Ball and Scott Van Vliet.