Xbox CEO Asha Sharma has stated an ambitious goal of transforming the brand into the world’s “number one gaming and entertainment company” by 2030. In an interview with Bloomberg Tech, she emphasized that she has received a mandate from leadership to pursue this direction.
Sharma noted that the primary objective is not to achieve a fixed corporate software-style margin, but rather to secure global leadership in the gaming market.
At the same time, she acknowledged significant financial challenges, stating that the business is currently “not in its best shape.” To stabilize operations and adjust its strategic direction, Xbox leadership will carry out a comprehensive restructuring over the next 100 days.
The decision comes in the context of major investments by Microsoft over the past six years, including the acquisition of Zenimax and Activision Blizzard, expansion of the platform ecosystem, and continued hardware subsidies.
Journalists also raised concerns about the $69 billion acquisition of Activision Blizzard, pointing to subsequent mass layoffs, canceled projects, and rising Game Pass subscription prices. Sharma defended the deal, describing the acquired assets as unique and highly profitable.
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