Xbox CEO Asha Sharma announced an ambitious target: make Xbox the leading games and entertainment company in the world by 2030. She outlined the goal in an interview with Bloomberg Tech and acknowledged the division currently faces significant challenges that require urgent action.
Leadership mission and near-term priorities
Sharma said the mandate she received when taking charge is not focused on “margins of software corporate” but on establishing Xbox as the number one name in interactive entertainment. She framed the coming months as a period for decisive change.
“My mandate is not to hit corporate software margins. It is to be the number one games and entertainment company, and that is what we will do.” Asha Sharma
She added that the next 100 days will be dedicated to redefining the business, signaling immediate internal efforts to address the division’s performance.
“We have work to do. The numbers show we are not in a healthy position. The next 100 days will be about redefining the business.” Asha Sharma
Microsoft’s long-term investment in gaming
Sharma emphasized Microsoft’s sustained, aggressive investments in gaming, pointing to high-profile acquisitions and hardware development as evidence of the company’s commitment to the sector.
“We are betting on games. We are betting on Xbox. We will continue to invest.” Asha Sharma
She referenced the purchases of Activision Blizzard King and ZeniMax to illustrate Microsoft’s long-term strategy in building a stronger Xbox ecosystem.
Activision acquisition remains strategic
Asked about Microsoft’s US$69 billion acquisition of Activision Blizzard King, Sharma defended the deal and said the acquired assets remain highly valuable to Microsoft’s plans.
She cited franchises such as Call of Duty, World of Warcraft and Candy Crush as key properties that bolster the Xbox ecosystem and its entertainment reach.
“I don’t know anyone in entertainment who wouldn’t want to have Call of Duty.” Asha Sharma
Sharma acknowledged the industry landscape has shifted since the acquisition but said Microsoft continues to believe in the potential of those brands.
Outlook for Xbox through 2030
When asked how she envisions Xbox at the start of the next decade, Sharma reiterated her central objective: position Xbox as the primary force in interactive entertainment.
Her remarks come amid pressure on the division for better results, recent Game Pass price increases and internal restructurings. Despite those headwinds, she said Microsoft’s strategy remains focused on long-term growth and ongoing investment in games.
If Sharma’s plan succeeds, she suggested, the coming years could bring one of the most significant transformations in Xbox’s history.
