Xbox has officially come full circle, and no, we don’t mean getting Dwayne “The Rock” Johnson to reveal Project Helix. Microsoft Gaming CEO Asha Sharma and chief content officer Matt Booty have officially confirmed the division’s return to the Xbox name.
As the duo describes it, “‘Microsoft Gaming’ describes our structure, but it does not describe our ambition. So, we are going back to where we started and changing our team’s name. We are Xbox. We are a high agency culture where wild and wonderful ideas thrive. Our job is not to smooth over our differences, but to connect everyone into something greater than any one studio or product.”
It’s all highly ambitious, especially the part about being a “challenger” and employing a “level of self-critique that should feel uncomfortable.” For now, the immediate priorities have been divided into hardware, content, experience and services.
That first point is most notable because Xbox wants to “lead in performance” with Project Helix, which is confirmed to play both console and PC games. However, it’s also interesting to note that “Stabilize Gen9 as a healthy and high-quality base” is a priority alongside building a “strong ecosystem that expands choice and reach.”
As for content, Xbox seeks to grow its “enduring portfolio of franchises” while evolving third-party partnerships. The expansion into China is interesting because it’s a market where PlayStation has made significant strides, courtesy of initiatives like the China Hero Project and hits like Black Myth: Wukong reportedly being timed exclusives.
As such, the focus on “emerging markets” and “mobile-first audiences” may not vibe with everyone, but at least those who enjoy live games can be assured of growth and “long-term stewardship.” It’s also looking into improving cloud play across TVs and “low-cost devices,” improving Game Pass, and making Xbox “the best place for developers and creators to build and grow.”
What about exclusivity and that ever-controversial topic of AI? Sharma and Booty said the division would “reevaluate our approach” as it learns more. So for those who think it’s too late to put the genie back in the bottle and keep Xbox titles exclusive to the platform, anything is possible.
