New Xbox CEO Asha Sharma and Chief Content Officer Matt Booty have already been making a big difference following their introduction just two months ago. This includes an Xbox Game Pass price drop earlier this week, the big Project Helix announcement last month, and now, even more promises that aim to win back some fans.

On April 23, the two execs also published an open letter to announce new ‘We Are Xbox’ branding, ditching the ‘Microsoft Gaming’ and unveiling a new Xbox logo. As part of the post, the topic of AI and exclusivity also got a mention, as the company is “reevaluating” these aspects of the business. Moving forward, Xbox will also reflect on release windows.

Xbox is reevaluating a few different things

Project Helix will be the next Xbox system. There’s still a lot to learn, but we at least know that it will have the ability to play both Xbox and PC games, making Helix a pretty versatile device that only misses out on the likes of Nintendo and PlayStation exclusives. It’s important to note that Sony is reportedly returning to console exclusives in the wake of the Project Helix reveal. And now, the new Xbox bosses say they will reevaluate exclusivity on their end, too.

Along the way, we will reevaluate our approach to exclusivity, windowing, and AI, and share more as we learn and decide.

Matt Booty and Asha Sharma, via Xbox Wire

Release windows will also be reevaluated, and the mention of AI is another thing that may catch gamers’ attention. One of the first things Asha Sharma said when she was appointed the Xbox CEO was that there would be no more “bad AI” involved. Of course, this is pretty vague, but backlash against generative AI in gaming is one thing that immediately springs to mind.

In the open letter, Booty and Sharma highlighted four key areas of improvement – hardware, content, experience, and services. This includes planned leading performance for Project Helix, a more sustainable Game Pass service, and even expansion into China and mobile-first audiences.

About the Author

Jack Goodall

At PC Guide, Jack is mostly responsible for reporting on hardware deals. He also specializes in monitors, TVs, and headsets and can be found putting his findings together in a review or best-of guide.