Xbox CEO Asha Sharma Brings In Matthew Ball And Scott Van Vliet To Rebuild Xbox Strategy And Console Momentum
Xbox CEO Asha Sharma is continuing to reshape the platform’s leadership structure as Microsoft prepares for what appears to be one of the most important transitional periods in the brand’s history. Following previous changes across the division, including the removal of several older strategic directions associated with the Phil Spencer era, Sharma has reportedly added veteran industry analyst Matthew Ball as Xbox’s new chief strategy officer and Scott Van Vliet as chief technology officer.
According to a report from The Game Business, Ball’s first major responsibility will be helping Xbox navigate its struggling console business. That area remains one of the platform’s most urgent challenges, as Xbox hardware has continued to lose momentum and market share during this generation.
Ball is widely known across the games industry for his market analysis, strategy commentary, and broader understanding of platform economics. Bringing him into Xbox at this level suggests that Sharma is not only looking for operational changes, but also a deeper strategic reset around the company’s console identity, hardware positioning, and future ecosystem direction.
That challenge will not be simple. Xbox is facing several pressures that cannot be solved by leadership changes alone. Console pricing remains difficult, future hardware such as the rumored Project Helix could be affected by wider component costs and the ongoing memory crisis, and Xbox must still convince players why its hardware matters in a market where many of its first party games are available beyond the console itself.
Still, adding a strategist like Ball gives Xbox a stronger framework for approaching these problems. The company needs a clearer value proposition for its hardware, a stronger message for its fans, and a better alignment between software, Game Pass, cloud, PC, and future console plans. Ball also shared the news through his official X post, adding public visibility to what could become one of the most important executive moves of Sharma’s early tenure.
— Matthew Ball (@ballmatthew) May 20, 2026
Scott Van Vliet’s appointment as chief technology officer also gives the new Xbox leadership team a stronger product execution focus. Van Vliet previously worked at OpenAI before joining Microsoft and moving into Xbox, but his background also includes previous work in the games industry, including mobile titles and a Minecraft port for Amazon Fire TV. His first priority will reportedly be improving how efficiently the Xbox team builds products.
That matters because Xbox does not only need a stronger strategy. It also needs faster execution, cleaner product development, and more consistent delivery across hardware, software, services, and platform tools. If Ball’s role is to help define where Xbox should go, Van Vliet’s role appears focused on helping the organization build better and move more efficiently.
Another leadership change mentioned in the report is Chris Schnakenberg stepping into the role of corporate vice president of partnerships and business development. In that role, Schnakenberg will lead relationships with third party publishers and developers, an area that remains critical as Xbox tries to rebuild trust, improve platform support, and strengthen its content pipeline.
Sharma framed these changes internally as part of a broader effort to create more clarity and improve execution across Xbox.
“These changes are about strengthening our foundation by creating more clarity and improving execution. As we head toward Showcase and beyond, we'll continue making the changes needed to position Xbox for the future.”
- Asha Sharma
That statement reflects the broader direction Sharma has taken since assuming control of the platform. Xbox has reportedly moved away from the controversial This is an Xbox campaign, lowered the price of Game Pass Ultimate, increased transparency with players, launched more direct feedback initiatives, changed the division’s logo and name, and pulled the plug on Gaming Copilot. Taken together, these moves suggest a company trying to reset its public perception and internal operating model at the same time.
For longtime Xbox fans, the leadership changes may feel like the start of a new cycle. The platform has clearly entered an active rebuilding phase, similar to a professional sports team coming off a disappointing season and making aggressive off season changes. There is new leadership, new strategy work, new technical direction, and a more visible attempt to listen to players.
However, the real test will come later. Executive hires and strategy changes can signal improvement, but they do not automatically repair console sales, rebuild brand loyalty, or restore market share. Xbox still needs compelling hardware, stronger first party output, a clearer exclusivity strategy, better third party relationships, and a platform message that players can understand and believe in.
That is why Ball’s role could be especially important. Xbox does not only need to decide what it wants to be. It needs to explain that direction clearly to players, developers, partners, and investors. If the company wants to compete as a console platform, its hardware needs a stronger reason to exist. If it wants to compete as a broader gaming ecosystem, it needs to prevent that strategy from weakening the console identity further.
Sharma’s early tenure is now defined by visible movement. Whether those decisions will translate into results remains to be seen, but the message is clear: Xbox is no longer trying to continue exactly as before. It is actively changing the leadership structure, strategy team, product direction, and player communication approach in an attempt to position the platform for the next generation.
For the wider video game industry, a stronger Xbox would be a positive outcome. Competition between platform holders benefits players, developers, services, hardware innovation, and content investment. The question now is whether Sharma’s new leadership team can turn internal change into external momentum.
Do you think Matthew Ball and Scott Van Vliet can help Xbox rebuild its console business, or does the platform need bigger changes around exclusives, hardware, and Game Pass?
