Xbox Says Game Pass Rebounds After Price Cut as Sharma Pushes 2026 XBOX Rebrand

9 articles · Updated · Pure Xbox · May 28

An internal memo last week showed Xbox chief Asha Sharma telling staff that 2026 progress includes stronger Game Pass acquisition and retention after a recent price reduction.
Last year's pricing and SKU changes had slowed Game Pass growth and accelerated subscriber losses, making the cut a first step rather than a full fix.
Sharma tied that reset to a broader shift from "Xbox" to "XBOX," saying the branding change reflects harder choices on products, investment and the players the company wants to serve most.
The memo was not framed as a turnaround victory: Sharma warned no single feature will solve Xbox's problems and said the business still must move quickly and efficiently to achieve durable growth.

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