XboxのCEOであるアーシャ・シャルマ氏は、ブランド表記をすべて大文字の「XBOX」に変更したと発表しました。この変更は、X上で実施されたアンケートの結果、大文字表記を支持する声が2対1の割合で上回ったことを受けたものです。
シャルマ氏は5月13日にアンケートを実施し、ユーザーに対して「Xbox」と「XBOX」のどちらが良いか問いかけました。その結果を受け、同プラットフォーム上の公式アカウント名とユーザー名は、新しい表記スタイルを反映させるために即座に変更されました。今回の動きは、ブランドイメージを一新する取り組みの一環とみられ、シャルマ氏は発表の中で、重点分野へのさらなる注力について強調しています。
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Xbox CEO Asha Sharma and chief content officer Matt Booty announced the gaming division is reverting from 'Microsoft Gaming' to simply 'Xbox.' In a memo shared on Xbox Wire following an all-hands meeting, they addressed player frustrations and pledged to reevaluate the approach to game exclusivity. The move signals a renewed focus on console as the foundation amid broader platform ambitions.
Microsoft has confirmed that gaming CEO Asha Sharma retired the controversial 2024 'This is an Xbox' campaign, stating it 'didn’t feel like Xbox,' as part of a brand reset emphasizing console roots. The move follows fan and internal backlash, amid leadership changes and next-gen Project Helix hardware plans.
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Asha Sharma, the new CEO of Microsoft Gaming, and Matt Booty, Xbox's chief content officer, have emphasized a commitment to new Xbox hardware as part of a broader effort to revive the brand. Their statements follow the retirement of long-time leader Phil Spencer and the departure of Sarah Bond. Sharma, coming from Microsoft's CoreAI division, promises announcements soon while stressing learning about ongoing strategies like Game Pass and multiplatform publishing.
Xbox is testing enhancements to its achievement system with Insiders, including customizable pop-ups, the ability to hide games from profiles, and quick access to 100% completed titles. Microsoft Gaming CEO Asha Sharma announced the fan-driven changes on X on April 8, with details following in an Xbox blog post on April 9.
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Xbox has sent bundles of Project Helix merchandise, including apparel and a signed card from CEO Asha Sharma, to content creators and influencers. Accessibility advocate Steve Saylor shared his excitement on social media.
Xbox executive Asha Sharma has acknowledged that ongoing memory shortages will affect the pricing and availability of the next-generation Project Helix console. In a recent interview, she stated that the company is not ready to announce a launch timeline amid the dynamic market conditions. Sharma emphasized focusing on factors within Xbox's control.
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Microsoft detailed its next-generation Xbox console, Project Helix, at the 2026 Game Developers Conference, highlighting a custom AMD SoC for Xbox and PC games, advanced ray tracing, AI upscaling, and alpha developer kits shipping in 2027. The announcements include platform convergence, game preservation efforts, and follow recent leadership changes.