Microsoft's controversial Xbox marketing campaign "This is an Xbox" was almost immediately ended after new CEO Asha Sharma came on board. Microsoft explains why. When you purchase through links on our ...

Microsoft has confirmed that its new gaming boss Asha Sharma personally killed the company's controversial "This is an Xbox" marketing campaign — because, ironically, "it didn't feel like Xbox." The ...

Posts from this topic will be added to your daily email digest and your homepage feed. The wireless gamepad works just as well on the Steam Deck and PC as it does on the Xbox Series X / S. The ...

Microsoft has rebranded its ‘Xbox Fullscreen Experience’ to ‘Xbox mode’ for Windows, offering a streamlined console-style interface for all devices. PCWorld reports this change reflects Microsoft’s ...

Microsoft Gaming's new CEO, Asha Sharma, is "willing to question everything," according to Xbox vice president Jason Ronald. He told The Information that Sharma's ambition as the new CEO is to "retain ...

Kendall Cunningham is a writer, a podcast host, and a lifelong gamer who has been writing about the industry for nearly 5 years. His work is driven by a love for games that dates back to the NES, with ...

Microsoft has kicked off October by announcing a significant price rise for Xbox Game Pass Ultimate, which comes just over a year after the last price rise for the subscription service. In July 2024, ...

After bringing the AI assistant to the Xbox mobile app, Windows 11, and the Xbox Ally, Microsoft is ready to launch it on the Xbox. After bringing the AI assistant to the Xbox mobile app, Windows 11, ...

Dominik Bošnjak is a freelance writer from Croatia. He has been writing about games for as long as he can remember and began doing so professionally in 2010 because an opportunity presented itself ...

Back in February, Xbox saw a pretty massive shakeup to its leadership. Phil Spencer retired and was replaced, not by his expected successor, Sarah Bond, but by Asha Sharma. Sharma’s previous role as ...

The backlash against AI is real and you can feel it in the way Microsoft talks about its game-help feature Gaming Copilot at GDC 2026. The company is moving forward with integrating AI tech directly ...

The Xbox Partner Preview starts at 10 AM PT / 1 PM ET / 5 PM BST on March 26. 10 AM PT 1 PM ET 5 PM BST 2 AM AEST (March 27) You can catch the livestream through Microsoft's official Xbox YouTube and ...