Microsoft has been updating its gaming brand, now known as Xbox, with a new logo and leadership. The new head of Xbox, Asha Sharma, and content chief Matt Booty recently shared their plans for the future with Game File, including how these changes will affect existing products like the ROG Xbox Ally handheld gaming PC.
The company also discussed becoming more open about its future hardware plans. Previously, former Microsoft Gaming CEO Phil Spencer stated that Microsoft expects to allow third-party stores like the Epic Games Store on their Project Helix platform, unless their position changes.
Regarding the possibility of opening the Xbox platform to more digital storefronts, Microsoft has indicated they want to encourage more creators and players to customize and expand the Xbox experience. However, there are currently no firm plans to support this on the ROG Ally Xbox handheld.
Since I wasn’t involved in those earlier discussions, we’ll be making decisions about this together as a team, along with our partners. We’ll provide updates as soon as we’re able.
Sharma explained that the company is working to lower the cost of its products and services. She admitted that their pricing hasn’t always been adaptable, but they’re now prioritizing flexibility, as demonstrated by their recent price adjustment for Game Pass, which had become too expensive.
We’re committed to balancing innovation with affordability as we develop new devices, software, and services. While we can’t make any promises about pricing, our goal is to ensure that people globally can enjoy our products. We want to dedicate as much effort to creating a great user experience as we do to making things more accessible.
Looking ahead, Booty explained that Xbox needs to earn players’ attention, a point highlighted in a recent company memo. He acknowledged that many players already have a lot of games to choose from and that game development is taking longer, stating, “We need to really understand what our fans want.”
We focus on creating the games and experiences that players are eager to enjoy, and building immersive worlds for them to explore.
We need to consider how player expectations for social games have evolved, particularly regarding how easy they are to pick up and play. It’s about finding a balance – keeping the game challenging and rewarding for dedicated players, while also ensuring it’s welcoming and accessible to newcomers.
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2026-04-27 15:41