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'Game Pass has become too expensive for players' says leaked memo as Xbox CEO plans to 'evolve' the…
Xbox CEO Asha Sharma has acknowledged in a leaked memo that Xbox Game Pass has become too expensive for players. Sharma plans to evolve the service into a more flexible system, indicating that the current model is not final. This comes after Microsoft increased Game Pass prices in October.
New Xbox boss keeps saying all the right things as Game Pass price drop teased
New Xbox head Asha Sharma is reportedly considering a return to console exclusives and a potential price drop for Xbox Game Pass. Sharma has acknowledged fan demand for exclusives and stated that Game Pass has become too expensive, suggesting a need for better value. Discussions about exclusivity are ongoing internally, despite recent successes with multiplatform releases like Forza Horizon 5 and Indiana Jones And The Great Circle.
New Xbox CEO reportedly admits Game Pass "has become too expensive for players" in leaked memo
New Xbox CEO Asha Sharma has reportedly acknowledged in a leaked memo that the Game Pass subscription service has become too expensive for players. Sharma indicated that Microsoft needs to develop a better value proposition and that the service will evolve into a more flexible system over time. The memo also suggested that the inclusion of Call of Duty titles was a factor in recent price increases.
Games Inbox: What is your favourite retro video game format?
Readers discuss their favorite retro gaming formats, with the Atari ST, ZX Spectrum, and Commodore 64 being popular choices. The discussion also touches on anticipation for upcoming games like The Witcher 4 and Switch 2, as well as the perceived decline of studios like Firaxis.
Xbox Achievements Are Getting A Visual Overhaul And Other Welcome Changes
Microsoft is introducing a visual overhaul and new features to Xbox Achievements, starting with Xbox Insiders. These changes include updated icons and animations for Achievement notifications, customizable pop-up colors, and separate graphics for 'Rare' Achievements. Players will also gain the ability to hide games from their public Achievement history while still accumulating Gamerscore, and highlight games where they've achieved 100% completion. Microsoft Gaming CEO Asha Sharma stated these updates are a response to fan feedback and part of a broader plan for future improvements.
Xbox FanFest Goes On Tour For 25th Anniversary, Making Stops In 7 Countries
Microsoft is launching a global Xbox FanFest tour to celebrate the 25th anniversary of Xbox, with stops planned in seven countries including Germany, the UK, Mexico, USA, Australia, Japan, and Canada. Each event will offer unique, in-person experiences for fans to connect. Further details on ticketing and specific event content will be announced later.
Xbox summer showcase will include deep dive on new Gears Of War
Microsoft has announced its annual Xbox Games Showcase for June 7, which will feature a deep dive into the upcoming Gears Of War prequel, Gears Of War: E-Day. The presentation will also include first gameplay looks and major news on other titles from Xbox's first-party studios and third-party partners. New Xbox president Asha Sharma confirmed the event, which will be followed by a dedicated segment for Gears Of War: E-Day.
New Xbox CEO reveals why she axed 'This Is An Xbox' ad campaign
New Microsoft Gaming CEO Asha Sharma has reportedly shut down the 'This Is An Xbox' advertising campaign, stating it 'didn't feel like Xbox'. The campaign, which promoted playing Xbox games without a console, was seen as confusing and potentially damaging to the brand. Sharma is leading a brand reset, with speculation of a return to exclusives.
"It didn't feel like Xbox" - Microsoft confirms new Xbox boss scrapped controversial This is an Xbox ad campaign as part of brand "reset"
Microsoft has confirmed the discontinuation of its 'This is an Xbox' advertising campaign, with new gaming boss Asha Sharma leading a brand reset. The campaign, which reportedly de-emphasized hardware and was controversial internally, has been retired as Sharma focuses on celebrating Xbox's console roots. Development kits for the next-generation Xbox console, codenamed Project Helix, are expected next year.
Big Game Pass Rumor Could Make The Service Even More Confusing
A new rumor suggests Microsoft is planning a "Triton" tier for Xbox Game Pass that would exclusively feature first-party games from Xbox Game Studios. This potential change comes as Microsoft aims to make Game Pass more enticing to a broader audience, with reports of lower-priced tiers and potential collaborations with services like Netflix. The company has also recently adjusted Game Pass pricing and is undergoing a brand identity reset under new CEO Asha Sharma.
Microsoft Gaming’s New CEO Might Revamp Game Pass Subscription Prices – Rumor
A report suggests that Asha Sharma, the new CEO of Microsoft Gaming, plans to make Game Pass more affordable with lower-priced tiers. While Microsoft has not officially commented, the report also mentions potential partnership talks with Netflix for subscription bundles. Former Microsoft Game Studios co-founder Laura Fryer and former FTC commissioner Lina Khan have criticized recent price hikes and business decisions.
Killing "This Is An Xbox" Campaign Was New CEO's Decision - Report
Xbox's new CEO Asha Sharma reportedly decided to end the "This is an Xbox" marketing campaign shortly after taking the helm. Sharma is also focused on improving Xbox console sales, aiming for the platform to be a "reference console" against which others are judged. This shift follows the departure of former CEO Phil Spencer and Xbox president Sarah Bond.
New Xbox CEO Could Make Game Pass Less Expensive, Report Says
Asha Sharma, the new CEO of Microsoft Gaming, is reportedly considering changes to Xbox Game Pass pricing to make it more appealing to a wider audience, potentially including lower-priced tiers or an ad-supported option. Sharma has also discussed potential subscription bundle ideas with Netflix co-CEO Greg Peters. Additionally, Sharma has reportedly discontinued the 'This Is An Xbox' marketing campaign.
Xbox Partner Preview March 2026 Is A First With The New CEO
Microsoft will livestream the Xbox Partner Preview on March 26, 2026, showcasing upcoming games from third-party developers like Sega, GSC Game World, and Owlcat Games. The event will feature in-depth looks at Stranger Than Heaven, The Expanse: Osiris Reborn, and S.T.A.L.K.E.R. 2: Heart of Chornobyl, alongside new reveals. This marks the first preview under new Microsoft Gaming CEO Asha Sharma, following recent leadership changes.
Two more leadership exits take place at Xbox
Two more leadership figures have departed Xbox: VP of partnerships, business development, and marketing, Lori Wright, and general manager of gaming AI, Haiyan Zhang. These departures follow recent exits from other high-ranking executives at Microsoft Gaming. Haiyan Zhang will be joining Netflix's gaming team.
Xbox Showcase Announced For This Week With "Brand-New Reveals," Game Pass News
Microsoft has announced an upcoming Xbox Partner Preview event scheduled for March 26, featuring new reveals and news about titles from Sega, GSC Game World, and Owlcat Games. The showcase will include world premieres and Xbox Game Pass announcements, with confirmed games such as Stalker 2: Heart of Chornobyl and The Expanse: Osiris Reborn. This event marks the first digital showcase under new Xbox leadership with Asha Sharma as Microsoft Gaming CEO.
Microsoft Loses Corporate VP and Xbox General Manager of Gaming AI
Microsoft has seen several senior departures from its Xbox division, including corporate VP Lori Wright and general manager of gaming AI Haiyan Zhang. Zhang is joining Netflix to focus on its gaming initiatives, while Wright's future plans are unannounced. These exits follow recent changes in Xbox leadership, including the retirement of Phil Spencer and departure of Sarah Bond.
Two more senior Xbox leaders exit Microsoft
Two senior leaders, corporate VP Lori Wright and general manager of gaming AI Haiyan Zhang, have departed Microsoft after over a decade of service. Zhang will be joining Netflix's gaming team, while Wright's next steps are unannounced. These exits follow recent leadership changes at Xbox, including the retirement of Phil Spencer and the departure of Sarah Bond.
Xbox Rolls Out Console Feature Major Nelson Proposed Years Ago
Xbox is rolling out several new console features to select Xbox Insiders, including the ability to create up to 10 Groups, a custom UI color palette, visible profile badges, and a per-game customizable Quick Resume feature. Larry "Major Nelson" Hryb, who proposed the Quick Resume customization years ago, expressed his approval of the update.
Todd Howard was "really, really sorry" to see former Xbox chief Phil Spencer retire, but says new CEO Asha…
Bethesda's Todd Howard expressed regret over Phil Spencer's departure from Xbox, but conveyed optimism about the new leadership under Asha Sharma. Sharma recently took over as CEO of Xbox following the exits of Phil Spencer and former president Sarah Bond.
