Microsoft is creating a new Game Pass tier called Project Saluki to target Chinese gamers. The move comes amid strong growth in the Chinese video game market.
The tier aims to address China's specific regulatory rules and player preferences. It draws on hints from Xbox's new CEO Asha Sharma, according to a report from Windows Central.
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Xbox CEO Asha Sharma stated she has not yet decided on returning to console exclusives, opting for a data-driven approach. In an interview and open letter released on April 24, Sharma and content chief Matt Booty outlined plans to fortify Game Pass, invest in hardware affordability, and establish a predictable content cadence. The announcements coincide with a new Xbox logo and leaks of a Game Pass Starter Edition.
Former PlayStation Studios chairman Shawn Layden described the future of Xbox Game Pass as having a 'grim prognosis' on LinkedIn. His comments follow signals from Xbox head Asha Sharma that the subscription service is too expensive and requires an overhaul. Microsoft has not updated subscriber figures since reporting 34 million paying users two years ago.
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Xbox leader Asha Sharma told staff in a memo that the company must make hard choices to build a stronger XBOX. The update follows a recent Game Pass price reduction that has improved subscriber growth.
Xbox has revealed its next wave of Game Pass games arriving in late May and early June. The lineup includes Forza Horizon 6 and Final Fantasy VI among other releases.
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Microsoft has slashed prices for Xbox Game Pass Ultimate and PC Game Pass effective immediately, responding to player complaints that the service had grown too expensive under new CEO Asha Sharma's affordability push. However, new Call of Duty titles will no longer arrive on launch day, joining instead about a year later during the following holiday season.
Microsoft has started testing new filters in an Xbox Insider update to help players sort through cluttered game libraries. The changes aim to distinguish between purchased titles, shared games, and Game Pass subscriptions. Additional features include a revamped startup sequence and tiered Gamerscore badges.
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Xbox CEO Asha Sharma has suggested the company will introduce new approaches to console sales later this year amid rising hardware costs. In a Fortune interview, she pointed to challenges with RAM and storage prices that are now 2.75 times higher than at launch. Sharma said the firm is exploring options beyond price increases to keep consoles accessible.