XBOX Buzz Score Jumps to 20 Among U.S. Gamers as Sharma Resets Brand
Updated
Updated · yougov.com · May 28
XBOX Buzz Score Jumps to 20 Among U.S. Gamers as Sharma Resets Brand
4 articles · Updated · yougov.com · May 28
XBOX’s Buzz score among U.S. gamers rose from 8.5 on Feb. 20 to 20.0 by May 20, peaking at 21.8 on May 16 after Asha Sharma took over Microsoft Gaming.
That improvement followed a strategic reset that included retiring the “This is an XBOX” campaign, cutting Game Pass prices, rebranding to XBOX, launching a fan-feedback portal and rethinking first-party exclusivity.
22.1% of U.S. gamers said they had talked about XBOX with friends or family in the prior two weeks, up from 18.5%, showing the brand was not only viewed more positively but discussed more widely.
Brand health also improved: XBOX’s Index score climbed to 28.3 from 25.2, while Value rose to 21.3 from 17.8 and Satisfaction to 22.3 from 17.8.
Consideration increased to 23.0 from 19.7, suggesting the reset is beginning to lift future purchase intent as well as current sentiment.
Is XBOX's pivot to ads and subscriptions a winning strategy or a gamble that abandons its console legacy?
How will XBOX's hybrid 'Project Helix' console change the future of both PC and console gaming?
Will XBOX's strategy shift bring its biggest exclusive games, like Halo, to the PlayStation 5?