Project Helix Plans Involve Rethinking “What the Console Model Can Look Like”, Says Chief Strategist

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During a recent discussion about Xbox’s evolving strategy for exclusive games, Matthew Ball, the company’s chief strategist, also shared details about their next console, currently known as Project Helix. He explained to GameSpot that Xbox has had to re-evaluate its hardware plans, particularly due to ongoing and worsening shortages of memory – a situation he described as a continuing crisis.

He also pointed out that the recent crisis has impacted the availability of the Xbox Series X/S. Despite ongoing difficulties keeping consoles in stock, Ball emphasized that demand for Xbox hardware remains strong. He stated they are manufacturing consoles as fast as they can, explaining that the limitation isn’t a lack of interest from consumers. He sees this strong demand as a positive for the company, but acknowledges it presents a significant manufacturing challenge.

Regarding Project Helix, Ball emphasized the company’s dedication to releasing its next-generation console. However, he also acknowledged the need for internal changes to ensure the console is widely available and affordable. Ball stated that the current challenges are ongoing and are impacting the entire gaming industry.

We’re completely re-evaluating the Helix console to ensure it’s both affordable and adaptable. We understand we need to change as a company to make that happen. We’re not trying to limit what a console can be, but rather expand its possibilities, especially considering the current challenges which we anticipate could last for two to two and a half years.

We’re carefully considering the best approach to this, aiming for a solution that’s fair to players without negatively impacting our other business needs. We also recognize that many of our players invested a significant amount – around $500 – in our consoles years ago, and we have a responsibility to them. We want to ensure they continue to feel good about their decision and are rewarded for their loyalty.

Marques Brownlee (MKBHD) recently discussed a conversation he had with the new Xbox CEO, Asha Sharma, about the challenges facing the Xbox business and whether it could be turned around. He described himself as hopeful, explaining that he joined Microsoft because he believes he can help improve Xbox.

I joined because I thought her vision for what we could accomplish was realistic and worthwhile. We have the potential to revitalize the company and expand by focusing on improving the experience for our players – and that’s essential. We’ve been struggling for years, but if we succeed, it could benefit the entire industry.

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2026-06-09 16:11