Asha Sharma vows to reset Xbox to reach No.1 by 2030

Asha Sharma, who has led Xbox for about 100 days, said she will “reset the business” with the goal of making Xbox the number one gaming and entertainment company by 2030. She reported that Game Pass has returned to growth and that Xbox shipped more in her first 100 days than in the previous year. The comments came during a recent interview.

Sharma described early steps taken by her team to stabilize performance and re-engage players. “We’ve done so much to start to revive Xbox,” she told reporters, adding that the team shipped a string of feature updates and content during the transition.

She credited a recent Game Pass price adjustment with reversing an eight-month subscriber decline and said membership growth and retention are expanding. The company is also working to rebuild its relationship with players and the wider community, Sharma noted.

Sharma outlined a concentrated effort over the coming months to change how Xbox operates. “I think the next 100 days, we have to reset the business. We need to look at how we’re investing, how we’re prioritising, change how we operate — in order to return to growth and in order to be where the world plays,” she added.

Planned steps include re-evaluating spending, shifting product and program priorities, and adjusting operating processes. Sharma flagged product and pricing strategy as priorities, saying she wants to keep the price for the upcoming Project Helix hardware as low as possible while preserving access and value for customers.

The remarks follow a period in which Game Pass subscriptions fell before the leadership changes. Executives have focused on shipping updates, improving community engagement and adjusting pricing to stop subscriber losses and encourage longer-term retention.

Sharma said more announcements and operational changes are expected in the coming quarters as the company aligns investment and operations with its growth targets.