Xbox CEO outlines strategy to prioritise cost-efficiency and exclusive titles over premium hardware

Xbox CEO Asha Sharma said the industry should prioritize reducing hardware production costs and exploring new business models rather than developing premium, high-performance consoles, citing consumer resistance to spending thousands per generation. Following a 33% year-on-year hardware revenue decline in Q3, Xbox is reintroducing exclusive titles including Gears of War: E-Day and Clockwork Revolution, with plans for one to two signature exclusives initially and more as the business improves. Sharma noted Game Pass price reductions have already triggered a return to growth.

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Appeared in 2026-06-10.