Xbox is still weighing exclusivity, not abandoning it
Xbox CEO Asha Sharma says the company is taking a close look at its exclusive content strategy, while making the case that platforms need exclusives to compete. Her comments came during a Bloomberg Live event, where she was pressed on how Microsoft’s gaming business should handle first-party releases.
Sharma said the issue is “a tough topic.” She framed the tension in two parts: as a publisher, Xbox needs to reach large audiences, but as a platform, it also needs exclusive content and services. That leaves each title subject to individual review rather than a blanket rule.
That stance matters because exclusivity has become one of the industry’s clearest points of pressure. When companies struggle to compete on content, they often end up criticizing storefront fees and platform power, but the practical countermeasure is usually the same: lock content down. For players, that can mean fewer options and a smaller pool of places to buy and play games.
A broader reset for Xbox
Sharma also used the appearance to say her first 100 days in charge have been productive. She said Xbox has shipped more in the last 100 days than in the previous year, and said Game Pass has moved back into growth after an eight-month decline.
She said the company is trying to get closer to players and the community again, and that the next phase is about resetting how Xbox invests, prioritizes, and operates. Her long-term goal, she said, is to grow Xbox into the number one gaming and entertainment company.
Those remarks fit with a broader charm offensive since Sharma replaced Phil Spencer earlier this year. Microsoft has rebranded Xbox to XBOX, cut Game Pass prices, and said it is paying closer attention to player feedback on console experience and policy.
The timing is also notable. The Xbox Games Showcase is scheduled for Sunday, June 7, giving Sharma another chance to define how Xbox wants to balance platform identity with wider publishing reach.
Source: Transcribed Sharma’s comments from Bloomberg Live.
