Matthew Ball
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Xbox's new chief strategy officer is still a big believer in in-game ads
Matthew Ball, the new chief strategy officer for Xbox, believes in-game advertising will become more prevalent in PC and console games as a vital revenue stream. He argues that rising development and hardware costs necessitate new monetization strategies to keep games affordable for consumers and ensure industry growth, drawing parallels to the success of ad-supported tiers in streaming services.
Xbox’s ‘reset’ will reportedly mean layoffs, Ubisoft closes studios while hiding the news under embargo
Xbox CEO Asha Sharma and head of Xbox Game Studios Matt Booty discussed a 'reset' for the brand, hinting at upcoming layoffs. Concurrently, Ubisoft has shut down studios in Winnipeg and Belgrade, affecting approximately 380 employees, with additional layoffs in San Francisco. Reports also suggest Ubisoft embargoed news of these closures to the press.
Xbox says hardware pricing boom represents "great" opportunity for games streaming
Xbox's Chief Strategy Officer, Matthew Ball, stated that the current increase in hardware prices presents a significant opportunity for game streaming services like Xbox Cloud Gaming. He noted a rise in users trying the platform due to factors like high hardware costs, console supply shortages, and the availability of exclusive titles. Ball emphasized that streaming is a key component of Microsoft's multi-faceted gaming strategy, alongside console and PC play.
Xbox Finally Has Big Exclusives Again, But Gamers Are Still Confused
Xbox is facing confusion regarding its exclusive game strategy, with recent announcements like Gears of War: E-Day and Clockwork Revolution being console exclusives while other titles remain multiplatform. This shift back towards exclusives, despite years of opening up its games, has led to criticism about inconsistent communication and strategy from Microsoft executives like Asha Sharma and Matthew Ball. The article questions the long-term viability and clarity of this approach, especially concerning future titles and the impact on player trust.
"Miljoner" lämnade Game Pass efter grova prishöjningen, säger Xbox-chef
Xbox's new strategy chief Matthew Ball stated that millions of subscribers left Game Pass following a significant price hike in October. The most expensive tier increased from 185 to 285 Swedish kronor per month, a change that was partially reversed in March to 215 kronor. This shift in strategy also impacts multiplatform releases, with titles like Gears of War: E-Day and Clockwork Revolution no longer planned for PlayStation 5 or Nintendo Switch.
Xbox CEO outlines strategy to prioritise cost-efficiency and exclusive titles over premium hardware
Xbox CEO Asha Sharma stated that the company will prioritize cost-efficiency and new business models over developing the most premium hardware. She believes consumers are unwilling to spend thousands on consoles and that focusing on distribution and experiences outside of hardware is key. Xbox is also reintroducing exclusive titles like Gears of War: E-Day and Clockwork Revolution to strengthen its platform.
XBOX CEO Says New Business Model is Needed “Rather Than Premium, High-Performance” Consoles
Xbox CEO Asha Sharma stated that the company is exploring new business models for consoles, moving away from solely focusing on premium, high-performance hardware due to rising costs. This approach contrasts with previous statements from Sarah Bond about a "very premium" next-gen console. Industry analysts suggest cloud gaming subscriptions as a potential alternative for budget-conscious gamers.
Xbox's chief strategy officer says it's currently hard to meet console demand and suggests Microsoft is rethinking Project Helix approach
Xbox's chief strategy officer, Matthew Ball, stated that the company is struggling to meet current console demand due to production limitations and is rethinking its 'Project Helix' approach. Ball indicated that these supply chain issues are expected to persist for the next 2-2.5 years, prompting Microsoft to re-evaluate the future of the console model to ensure affordability and flexibility.
Xbox is rethinking strategy around Project Helix thanks to the memory crisis
Xbox's Chief Strategy Officer Matthew Ball stated that the ongoing memory chip shortage is forcing the company to rethink its strategy for its upcoming console, codenamed Project Helix. The crisis, exacerbated by demand from AI data centers, is expected to last for several years and is already impacting hardware availability and pricing across the industry, with PlayStation, Nintendo, and Valve also affected. Xbox is committed to shipping the console but is exploring flexible models to navigate the supply constraints without overburdening players.
Gears Of War: E-Day PS5 promo refutes Microsoft's claims about Xbox exclusivity
An official Xbox podcast trailer for Gears Of War: E-Day briefly showed PlayStation 5 and Steam logos, contradicting Microsoft's claims of it being an Xbox exclusive. Despite Xbox's vice president of games marketing Aaron Greenberg denying a last-minute pivot, the inclusion of the PS5 logo suggests it was initially planned for the platform. This incident adds to confusion surrounding Microsoft's evolving exclusivity strategy for its first-party titles.
Game Pass lost millions of subscribers as a result of last year's controversial price hike, Xbox chief strategy officer reveals
Xbox's chief strategy officer Matthew Ball revealed that Game Pass lost millions of subscribers following a significant price increase in late 2025. This occurred despite the addition of Call of Duty to the service's day-one offerings. New Xbox CEO Asha Sharma had previously acknowledged in a leaked memo that the service had become too expensive for players, indicating a potential shift in strategy.
Xbox Game Pass lost “millions” of subscribers from 2025’s price hike
Xbox has admitted to losing millions of Xbox Game Pass subscribers following a significant price increase in October 2025. New CEO Asha Sharma has since lowered the price of Game Pass Ultimate to $23 per month, a move that may help to recover lost subscribers. The price hike was speculated to be in response to adding Call of Duty: Black Ops 6 as a day-one release.
Xbox is rethinking Project Helix amid the AI chip cost crisis
Microsoft's Xbox is reconsidering its future hardware plans, including Project Helix, due to the rising costs of AI chips and component shortages. Chief Strategy Officer Matthew Ball indicated that the company is exploring changes to the console model to ensure affordability and flexibility, acknowledging the ongoing supply chain crisis which may last for several years. This strategic shift comes as Xbox faces pressure on hardware specs and pricing, with current Xbox Series X consoles now priced at $650 in the US.
Xbox Game Pass Lost “Millions of Subscribers” After 2025 Price Hike, per Chief Strategy Officer
Xbox's Chief Strategy Officer Matthew Ball confirmed that the company lost millions of subscribers following a significant price increase for Xbox Game Pass in October. While the exact timing of the price hike is unclear, the article suggests the decision negatively impacted the service's player base, though recent efforts may be helping to regain trust.
Xbox lost 'millions' of Game Pass subscribers after last year's massive price hike
Xbox experienced a loss of millions of Game Pass subscribers following a significant price increase in October 2025. Xbox CEO Asha Sharma acknowledged the prices were too high, leading to a subsequent reduction. While Call of Duty games will now be delayed in their addition to Game Pass, the price cut has reportedly improved subscriber acquisition and retention.
Whoops! Xbox Accidentally Uploads Gears of War PS5 Trailer
Xbox accidentally uploaded a trailer for Gears of War: E-Day that included a PlayStation 5 logo, suggesting a PS5 version was planned before its cancellation. Xbox marketing head Aaron Greenberg stated the cancellation was not a last-minute decision, though other executives offered no comment on the company's exclusivity strategy.
Xbox Game Pass lost "millions of subscribers" in just "a few months" after 50% price hike
Xbox experienced a significant subscriber loss, reportedly in the millions, within months of implementing a 50% price increase for Game Pass in October 2025. New CEO Asha Sharma acknowledged the negative impact and has initiated a strategy shift, including making some first-party titles like Gears of War: E-Day exclusive to Xbox consoles.
"Our business today is not healthy": Xbox exec says plan for exclusive games is "not ready" but…
Xbox chief strategy officer Matthew Ball stated that the company's current business is "not healthy" and a new plan for exclusive games is being developed under new CEO Asha Sharma. While some games like Gears of War: E-Day will be console exclusives, live-service titles will remain multi-platform, with a clearer strategy to be communicated to players soon.
Xbox Game Lost “Millions” Of Subscribers When It Increased The Price Last fall
Xbox confirmed that a significant price increase for Xbox Game Pass last fall led to a loss of millions of subscribers. Following the price hike, the service experienced an eight-month decline, but growth has since resumed after subsequent price reductions. The article also mentions the upcoming exclusivity of Gears of War: E-Day and Clockwork Revolution for Xbox, while Fable and Halo: Campaign Evolved are slated for PlayStation 5.
Xbox Game Pass Lost “Millions” Of Subscribers After Massive Price Hike In 2025
Xbox's chief strategy officer Matthew Ball confirmed that Xbox Game Pass lost millions of subscribers following a price increase to $30 per month in 2025. Microsoft later reduced the price of Game Pass Ultimate to $23 per month. The company also noted that stopping new Call of Duty releases on Game Pass resonated with users, and highlighted upcoming console exclusives like Gears of War: E-Day and Clockwork Revolution.
