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Xbox will not survive by relying only on past franchises, Asha Sharma tells staff

Xbox leader Asha Sharma told employees that while the company backs its biggest established series, it must find the courage to invent enduring new intellectual properties to reach new audiences and survive.

Asha Sharma speaking on stage holding an Xbox microphone.
Image: @Mohammed_Aigoin

Xbox executive Asha Sharma warned staff that the platform cannot rely solely on its established catalog, stating that the company will not survive if it only focuses on reviving past franchises. The remarks, delivered in an internal message and Xbox town hall meeting reported via Windows Central, underscored that the brand remains committed to developing original intellectual property.[1][2][7][8]

Sharma stated that Xbox is backing its strongest franchises—naming properties such as Minecraft, Call of Duty, Forza, and The Elder Scrolls—with the goal of turning top games into global billion-dollar series. However, she emphasized that sustaining the business requires looking beyond nostalgia. "We have to find new ways, and courage, to have invention on new IP, that reaches new sets of audiences," she told employees.[1][3][4][8]

The remarks circulated widely across gaming publications on October 13, 2026. Eurogamer reported that Sharma addressed rattled Xbox employees, while Polygon highlighted that her push for new IP arrived despite Xbox having recently shut down key development studios. Following Microsoft's acquisition of Activision Blizzard King, the company owns 20 distinct gaming franchises that have achieved more than $1 billion each in revenue, according to commentator Derek Strickland.[4][5][6][8]

Key facts

  • Asha Sharma told staff Xbox will not survive if it only relies on or revives past intellectual properties.
  • Sharma stated Xbox aims to back its top games into global billion-dollar franchises while finding the courage to invent enduring new IP.
  • Eurogamer reported that Sharma delivered the comments to rattled Xbox employees.
  • Polygon noted that the CEO's call for new IP comes despite Xbox having shut down key game studios.
  • Following the acquisition of Activision Blizzard King, Microsoft owns 20 separate franchises that have made over $1 billion each, according to Derek Strickland.

Sources · 8 sources

  1. MA

    Mohammed Aigoin@Mohammed_AigoinPost on X ·

    Malgré sa volonté de capitaliser sur des franchises populaires comme Minecraft, Call of Duty, Forza ou The Elder Scolls, Asha Sharma (présidente de XBOX) évoque aussi l'importance de créer de nouvelles franchises⬇️ « Nous misons sur nos franchises les plus solides. Je souhaite que nos jeux à succès deviennent des franchises mondiales générant des milliards de dollars de revenus. J'aimerais également que nous continuions à créer de nouvelles propriétés intellectuelles durables. Nous ne survivrons pas si nous nous contentons de nous reposer sur nos lauriers. Nous devons trouver de nouvelles voies et faire preuve d'audace pour innover dans le domaine des nouvelles propriétés intellectuelles, afin de toucher de nouveaux publics. » (Mémo Interne aux équipes XBOX. Partagé par @JezCorden)

    Open source
  2. PX

    Pure Xbox@purexboxPost on X ·

    Asha Sharma Tells Employees That Xbox Won't Survive By 'Only' Relying On Past Franchises https://t.co/cez3xkM2fd

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  3. RT

    Ronen Taplashvili@Rubikgamer_Post on X ·

    Xbox CEO Asha Sharma to the team: “We’re backing our strongest franchises — I want our best games to become global billion-dollar series. But we will not survive if we only revive the past. We need the courage to create enduring new IPs that reach new audiences.” Nostalgia alone won’t cut it. #Xbox #AshaSharma #NewIP #Gaming #XboxNews

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  4. EU

    Eurogamer@eurogamerPost on X ·

    Asha Sharma reportedly tells rattled Xbox employees: "We have to find new ways, and courage, to have invention on new IP" https://t.co/T9JpOydqtO https://t.co/1sI6E5bsOF

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  5. GA

    GamesRadar+@GamesRadarPost on X ·

    Xbox boss Asha Sharma says "we will not survive" if devs don't create "enduring new IP" https://t.co/b274nZuwGj

    Open source
  6. PO

    Polygon@PolygonPost on X ·

    Xbox 'Won’t Survive' Without New IP, CEO Says Despite Axing Key Studios https://t.co/1FkiD4wmhS https://t.co/2qAxVOetnb

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  7. VG

    VGC@VGC_NewsPost on X ·

    Xbox insists it’s not giving up on original IP: "We won’t survive if we only relive the past." https://t.co/YYQp8Z6Jc5 https://t.co/he4SLPpCRz

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  8. DS

    Derek Strickland@DeekeTweakPost on X ·

    This quote from the recent Xbox town hall meeting (via Windows Central) really stood out to me. After buying Activision Blizzard King, Microsoft now owns 20x separate video game franchises that have each made over $1 billion. https://t.co/xOWWTCqzVU https://t.co/z4njHHvyUZ

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