On Friday afternoon, Microsoft announced some colossal changes for its Xbox and gaming division, with Microsoft Gaming CEO Phil Spencer retiring after 38 years at the firm and CoreAI Product president Asha Sharma stepping up to replace him. Game Content & Studios president Matt Booty has also been promoted to Microsoft Gaming’s EVP and Chief Content Officer, with Xbox president Sarah Bond leaving the company.
Naturally, all eyes are on Sharma, who addressed the Xbox community in a new blog post and committed to “great games,” the “return of Xbox,” and “the future of play” — and also notably promised not to “chase short-term efficiency or flood our ecosystem with soulless AI slop.”
That’s a great start! Keep that in mind as you begin to build out your plan. If I may be so bold, let me add one more 4) Partner with the communityFebruary 20, 2026
If you ask me, this is a sound piece of advice, and one that I’d argue is extremely relevant and important to heed for the Xbox brand right now. In the last few years, Xbox fans have expressed a lot of frustration with how it’s been managed, even if there are major benefits to reap from the direction Microsoft is taking it in.
Many feel that the firm has done a poor job improving services like the Xbox PC app, and doesn’t act meaningfully on feedback. There’s also a strong disdain for how Xbox Game Pass’ prices have increased, as well as waves of layoffs within Xbox that have resulted in studio closures and the cancelation of highly anticipated games like Perfect Dark and Everwild.
Additionally, passionate fans that have invested into Xbox Series X|S console hardware feel that Microsoft has neglected them as it pursues a broader multiplatform strategy with things like the Xbox Ally handheld, the Xbox Cloud Gaming service, and PS5 ports of its games. Ultimately, they argue Microsoft needs to do a better job making them feel valued, and giving people reasons to buy an Xbox.
Some of this is debatable, of course, but it’s undeniable that overall, the relationship between Microsoft and the Xbox community feels fractured right now — which is precisely why Major Nelson’s advice here is 100% right.
As Xbox begins a new era with Asha Sharma at the helm, it’s crucial that she partners with the community as she works to make Microsoft’s vision for the brand a reality. A lot of trust players once had in Xbox has been lost, or strained — and the only way to get it back is to earn it by listening to what fans want and then make delivering it a priority.
How do you feel about Xbox’s new leadership?
Are you excited to see what the future of Xbox will look like under Asha Sharma, or are you worried about what’s to come? Are you sad to see Phil Spencer go? Do you agree with me that Major Nelson’s advice is correct, and important? Share your thoughts in the comments.
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