{"id":380824,"date":"2026-10-14T01:24:00","date_gmt":"2026-10-14T08:24:00","guid":{"rendered":"https:\/\/cms-articles.softonic.io\/en\/?p=380824"},"modified":"2026-10-14T01:24:50","modified_gmt":"2026-10-14T08:24:50","slug":"xbox-ceo-now-says-old-franchises-wont-keep-it-alive","status":"publish","type":"post","link":"https:\/\/cms-articles.softonic.io\/en\/xbox-ceo-now-says-old-franchises-wont-keep-it-alive\/","title":{"rendered":"Xbox: CEO now says old franchises won\u2019t keep it alive"},"content":{"rendered":"

At an internal town hall, Xbox appears to have sketched out a new strategy. Multiple reports say Xbox CEO Asha Sharma told staff the company \u201cwill not survive\u201d if it keeps relying only<\/strong> on legacy franchises. The plan has two tracks: Xbox still wants its biggest series to grow into \u201cgreat global billion-dollar franchises,\u201d but Sharma also reportedly said the company needs \u201cnew ways, and courage\u201d to create original IP for new audience segments.<\/p>\n

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That marks a real change<\/strong> for a business that’s spent years leaning on established brands to drive Xbox Game Pass<\/a>, console marketing, and platform strategy. The message also lands in the middle of an \u201cXbox Reset\u201d that, according to reports, includes about 3,200 job losses, studio divestments, broader cost-cutting, and proposed closures affecting Ninja Theory. At the same time, Sharma told staff Xbox is coming back from \u201can all-time low,\u201d returning to growth, and making the right reinvestment decisions.<\/p>\n\n

For people who follow Xbox closely, this one matters because it reframes the company’s approach to original IP<\/strong>. Microsoft reportedly canceled Rare\u2019s Everwild<\/a>, ZeniMax Online\u2019s Project Blackbird<\/a>, and Ninja Theory\u2019s Project Mara, while newer teams such as Xbox Labs will explore accessibility, reviving legacy games, and creative tools.<\/p>\n\n

Another part of the plan sits with Xbox\u2019s XP division, which will handle brand extensions<\/strong> such as the Fallout TV series and Minecraft theme parks. All of this is unfolding while Xbox Series X|S sales in the US reportedly are down 33% year over year through August 2026.<\/p>\n\n

You’ll likely see this strategy play out across Xbox Series X|S, PC, and Xbox Game Pass<\/a>.<\/p>\n

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At an internal town hall, Xbox appears to have sketched out a new strategy. Multiple reports say Xbox CEO Asha Sharma told staff the company \u201cwill not survive\u201d if it keeps relying only on legacy franchises. The plan has two tracks: Xbox still wants its biggest series to grow into \u201cgreat global billion-dollar franchises,\u201d but … Continue reading “Xbox: CEO now says old franchises won\u2019t keep it alive”<\/span><\/a><\/p>\n","protected":false},"author":1009,"featured_media":380823,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","wpcf-pageviews":0},"categories":[1015],"tags":[],"usertag":[],"vertical":[],"content-category":[6823],"class_list":["post-380824","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","content-category-games"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/posts\/380824","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/users\/1009"}],"replies":[{"embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/comments?post=380824"}],"version-history":[{"count":1,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/posts\/380824\/revisions"}],"predecessor-version":[{"id":380825,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/posts\/380824\/revisions\/380825"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/media\/380823"}],"wp:attachment":[{"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/media?parent=380824"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/categories?post=380824"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/tags?post=380824"},{"taxonomy":"usertag","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/usertag?post=380824"},{"taxonomy":"vertical","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/vertical?post=380824"},{"taxonomy":"content-category","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/content-category?post=380824"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}