Xbox reconsiders exclusivity strategy

Xbox has announced that it is considering a return to exclusive first-party games. This decision comes after the appointment of Asha Sharma as CEO and Matt Booty as Chief Content Officer in February 2026. The new leadership signals a desire for significant changes within the organization.

New leadership and changes

With the recent appointments of Asha Sharma and Matt Booty, it is clear that Xbox wants to rethink its strategy. Sharma has announced that the brand will distance itself from the Microsoft Gaming name. This appears to be an attempt to return to Xbox’s core identity and reconnect with long-time fans.

Fans have previously felt that Xbox had lost its identity, especially due to the lack of exclusive games and the confusing marketing campaign