console hardware

Asha Sharma, the new head of Xbox, expressed concerns in an internal memo that the pricing structure of the Game Pass subscription service is "too expensive" for players. She emphasized the need to reassess the subscription model to deliver better value and indicated plans to evolve Game Pass into a more flexible system, which will require time for testing. The discussion follows mixed financial outcomes, with former Bethesda VP Pete Hines noting that Game Pass has negatively impacted retail revenue. Additionally, Xbox is realigning its focus on console hardware integrity and may discontinue the 'This is an Xbox' marketing campaign as part of a broader strategic pivot, including a renewed market push with Project Helix.