Xbox CEO Won’t Commit to Exclusives Yet, but Says Gen9 Will Deliver a First Class Console Experience

Xbox is moving through one of its biggest strategic resets in years, and new Xbox CEO Asha Sharma is making it clear that the brand’s future is still being shaped. After confirming a price decrease for Game Pass Ultimate and PC Game Pass, introducing a renewed direction for Xbox, and refreshing the brand’s positioning, Sharma has now addressed one of the biggest unanswered questions around the platform: what happens to exclusives?

In a new interview with Game File, Sharma and Xbox chief content officer Matt Booty discussed the future of Xbox, the meaning behind the company’s latest internal memo, the role of Game Pass, the state of Gen9 consoles, and the complicated question of exclusivity. While neither executive committed to a clear direction on Xbox exclusive games, both suggested that the company is taking a slower, more strategic approach before making decisions that could shape the brand for the next decade.

The timing is important. Sharma recently confirmed through X that Xbox is entering a new era, and her early moves have already been significant. Game Pass pricing is being adjusted, brand messaging is being refocused, and Xbox is publicly acknowledging that it needs to strengthen the core platform experience again.

We are Xbox https://t.co/QxKTXxGgoj pic.twitter.com/mF7OeqY801

— Asha (@asha_shar) April 23, 2026

For Sharma, “fortifying” Game Pass means making the service healthier for the long term, not simply filling it with expensive content at any cost. She explained that Xbox wants a subscription business with more players who love the service, stay subscribed longer, and feel satisfied with the value they receive.

"We've been thinking about Game Pass in 2 steps. One is just: let's make sure it's affordable, which we addressed. The second is: what does value look like 8 years later after the advent of Game Pass and the world changing around us and the next generation coming online? And so we're exploring a number of different things.

Asha Sharma"

That explains the recent decision to lower the price of Game Pass Ultimate and PC Game Pass, while also removing brand new Call of Duty titles from day one availability. It is a major shift, but one that Sharma and her team believe can improve affordability, subscriber retention, and long term value. It also fits with recent leaks around a cheaper Game Pass Starter Edition, reportedly bundled with Discord Nitro, although that tier has not yet been officially revealed.

Booty also discussed how Xbox plans to improve its first party output. According to him, the focus is on fundamentals: predictable release cadence, a stronger roadmap, and higher quality. That may sound simple, but it targets one of the biggest criticisms Xbox has faced for years. Microsoft owns one of the largest portfolios in gaming, but Xbox Game Studios has often struggled to produce a consistent stream of universally acclaimed, must play first party releases.

"Predictable cadence, robust roadmap, aim for quality.

Matt Booty"

Booty believes getting those fundamentals right could create the conditions for Xbox to eventually produce another Game of the Year level hit. That is a key ambition for the brand. Xbox has had strong releases, respected studios, and major franchises, but it has not consistently dominated award season in the way Nintendo, Sony, FromSoftware, Larian Studios, or other publishers have in recent years.

"Create the conditions for the lightning in a bottle of winning Game of the Year.

Matt Booty"

The exclusivity question remains the most difficult part of Xbox’s future. In the internal memo, Xbox said it would “reevaluate our approach to exclusivity, windowing, and AI, and share more as we learn and decide.” In the Game File interview, Sharma did not add a firm answer, instead saying that Xbox will take both a data driven and strategic approach before making calls.

"Take a data driven approach and a strategic driven approach, and then we'll look at our principles and we'll make some calls. So we'll share more when we're ready.

Asha Sharma"

Sharma also made it clear that she does not want to rush the decision.

"I want to make the right decision, not the fastest decision.

Asha Sharma"

That is a reasonable position, but it also leaves Xbox in a complicated place. The company has spent the past few years bringing more of its games to PlayStation and Nintendo platforms, while also pushing a broader “play anywhere” strategy across console, PC, cloud, and handheld devices. That strategy expands reach, but it also weakens one of the classic reasons to buy a console: exclusive games.

This is where the Gen9 discussion becomes important. Sharma said Xbox is investing in console features, performance, reliability, and quality to make the current Xbox Series consoles a first class experience again.

"We have formed a team and we're investing in console features. We are standing up the muscle to make sure that all of our performance and reliability and quality is great. We are investing in it as a first class experience again, and we want to make sure that all the players who want to be on Gen9 are on Gen9 with a great console with regular updates.

Asha Sharma"

That statement is a clear attempt to reassure console players. For years, Xbox’s messaging has sometimes made the console feel less central to the company’s identity, especially with campaigns emphasizing that almost any device can be an Xbox. Sharma’s comments suggest a correction. Xbox still wants to be available everywhere, but the company now appears to understand that its dedicated console audience needs to feel prioritized again.

The question is whether performance, reliability, updates, and platform features are enough. Nintendo has proven repeatedly that raw hardware power is not the only factor that sells consoles. Exclusive games, clear identity, and unique platform value matter just as much. Sony’s PlayStation strategy has also shown how powerful premium first party exclusives can be for brand loyalty, even as Sony has expanded into PC ports after delayed windows.

For Xbox, a first class console experience without meaningful exclusives may be difficult to sell. Players can appreciate better system software, faster updates, stronger performance, and reliability improvements, but those features may not be enough to convince someone to buy an Xbox if the same major Xbox games are available elsewhere. Hardware needs a reason to exist beyond convenience.

That does not mean Xbox must return to a strict old school exclusivity model. The industry has changed. Development costs are rising, players expect more flexibility, PC has become essential, and many publishers are seeking broader revenue across multiple platforms. A smarter approach may involve selective exclusivity, timed windows, platform enhanced versions, or franchise specific strategies rather than one universal rule.

However, Xbox cannot avoid the decision forever. If the next generation console, known as Project Helix, is expected to restore confidence, players will want to know what makes it worth buying. Better hardware, backward compatibility, cloud features, PC integration, and affordability can help, but exclusive or first on Xbox software may still be necessary to rebuild excitement.

Sharma’s caution suggests she understands the stakes. Exclusivity decisions can have decade long consequences. Locking too many games away may reduce revenue and player reach. Releasing everything everywhere may weaken the console ecosystem. Delaying decisions too long may create uncertainty for players, developers, retailers, and partners.

The positive sign is that Xbox seems more willing to admit where the brand needs work. Sharma’s comments around affordability, Game Pass value, Gen9 support, and quality cadence point to a leadership team that knows the current model needs refinement. The challenge is execution. Xbox does not only need a new logo, lower pricing, and better messaging. It needs a coherent reason for players to stay inside the Xbox ecosystem.

For now, the company is asking players to trust that the strategy is still being built. That may be acceptable in the short term, especially under a new CEO, but the window to define the future is not unlimited. By the time Project Helix becomes clearer, Xbox will need a stronger answer on exclusivity, platform identity, and why its console remains essential.

Sharma says she wants to make the right decision, not the fastest one. That is smart leadership language. But for Xbox fans waiting to understand the future of the brand, the right decision needs to arrive before uncertainty becomes the story.

Do you think Xbox can deliver a first class console experience without stronger exclusives, or does Project Helix need must play games that are only on Xbox?