If I Had 100 Days to Save Xbox

I genuinely believe I could help save the Xbox brand. Just hear me out.

Before I dive into what my first 100 days as Xbox president would look like, it's worth taking a step back and asking why an article like this is even necessary. The truth is that Xbox has had a rough decade.

For many gamers, the Xbox 360 era is among the best years in gaming history. It was a generation filled with incredible exclusives, thriving online communities, and unforgettable gaming moments. I still look back fondly on those years and the countless hours spent with friends discovering new experiences.

Unfortunately, Microsoft is a business, and businesses are constantly evolving in pursuit of growth. Over the years, Xbox has undergone numerous strategic shifts. We've seen leadership changes, exclusivity strategies come and go, marketing campaigns that confused consumers, and acquisition spending that feels almost impossible to comprehend.

To be clear, this isn't an article meant to criticize every mistake Xbox has made. The people working behind the scenes care deeply about gaming, and many talented developers continue to create great experiences under the Xbox banner. What I want to explore is a simple question: If I were president of Xbox, how would I steer the brand into the next generation?

First, It's All About the Games

The gaming industry should be focused on gamers and the experiences they receive. Games-as-a-service have become increasingly popular over the years, and the way games are distributed and monetized has changed dramatically. Yet despite all of those changes, the foundation of this industry remains the same: great games drive everything.

If I were leading Xbox, I would shift more resources away from acquisitions and invest heavily in developers. Give studios the freedom to experiment. Give them time to create. Give them room to fail and learn. The industry doesn't need more corporate checklists. It needs more imagination.

Reboots and remakes certainly have their place, but Xbox desperately needs new franchises and new characters that players can associate with the platform. While Xbox has released several strong titles over the past few years, there haven't been enough true system sellers — games that convince someone to go out and buy an Xbox specifically to play them.

I'd gather studio leaders, creative directors, and even members of the Work for Games community and ask a simple question: “What does the next generation of Xbox look like?” The conversation would focus entirely on the future. No discussions about games released before 2026. No nostalgia-driven brainstorming sessions. Instead, we'd focus on creating new worlds, new characters, and new experiences that define Xbox for the next decade.

Lower the Price of Game Pass — or Eliminate It Entirely

I love Game Pass. For years, it has been one of the best values in gaming. But as the service has grown, so has the cost — and so has the confusion.

Today, there are multiple tiers, benefits, and pricing structures. For many consumers, it's becoming increasingly difficult to understand exactly what they're paying for. If I were in charge, I would simplify everything. I would explore bringing entry-level pricing back down to the $10–$15 range and potentially introducing an even more affordable $5 tier that offers meaningful value to budget-conscious players.

The logic is simple: affordable products attract more customers. We also have to acknowledge economic reality. Many families have struggled financially over the past several years. Entertainment matters, but it shouldn't feel like a luxury purchase.

The more controversial option? Eliminate Game Pass entirely. There is a growing argument that subscription services may unintentionally discourage risk-taking and creativity. It's a conversation worth having.

Stop Chasing Industry Fads

I would also stop chasing trends. Every publisher dreams of creating the next Roblox, Fortnite, Marvel Rivals, or Overwatch. The financial rewards can be enormous. But constantly chasing what is popular often leads to games that feel derivative rather than innovative. Instead of asking “How do we copy what's working?” Xbox should ask “What can we create that nobody else is doing?” That's how memorable franchises are born.

Xbox Needs a Community Voice Again

Does anyone remember Major Nelson? He spent years serving as one of Xbox's most recognizable faces. He connected with players, delivered news in an approachable way, and helped build a genuine sense of community around the brand. Xbox needs that again — not necessarily another Major Nelson, but someone who can become the trusted voice of the Xbox community. My choice would be Stella Chung.

Stella Chung

Gaming Content Creator & Community Voice

Stella Chung is a gaming content creator with a genuine passion for the medium and a natural ability to connect with audiences. Her authentic approach to gaming discussion makes her exactly the kind of voice Xbox needs to rebuild its community identity.

🌎 Follow on Bluesky

I'd also launch a dedicated Xbox Direct program. Yes, it's heavily inspired by Nintendo's approach — but good ideas are worth borrowing. Xbox users should have a regularly scheduled showcase with trailers, interviews, developer diaries, community spotlights, and platform announcements. The goal would be to make Xbox feel less like a storefront and more like a living ecosystem.

Deliver a Better Steam Machine

Microsoft finds itself in a fascinating position right now. Hardware costs remain high, making it more challenging than ever to build affordable gaming devices. At the same time, the rise of PC gaming, handhelds, and living-room gaming PCs has demonstrated that players want greater flexibility in how they play.

Microsoft could create a device that delivers the simplicity of a console while offering many of the freedoms associated with PC gaming — accessing multiple storefronts, streaming games throughout the home, leveraging cloud gaming, supporting classic game preservation through emulation, and providing a seamless bridge between console and PC. Instead of forcing gamers to choose between ecosystems, Microsoft could create the ultimate gaming platform.

The Real World Caught Up With This Article

Asha Sharma

CEO, Microsoft Gaming & Xbox (February 2026)

Asha Sharma succeeded Phil Spencer as Xbox CEO in February 2026. Despite having no prior gaming industry experience, she moved quickly — cutting Game Pass prices, reviving Xbox FanFest, and committing to a renewed focus on exclusive games under the “Return of Xbox” initiative.

🔗 Microsoft Official Announcement

Microsoft Is Still in the Race

Despite the doom-and-gloom headlines, I don't believe Xbox is going anywhere. The gaming industry is better when Xbox is competing. Xbox has contributed too much to gaming history to fade away. From Xbox Live to Game Pass to some of the most memorable multiplayer experiences ever created, the brand has left a permanent mark on the industry.

What Xbox needs isn't a miracle. It needs focus. It needs fresh ideas. It needs leadership that puts players at the center of every decision. Could I save Xbox if I were president? I want to think so. But as Xbox enters a new era under Asha Sharma's leadership, here's hoping the people steering the ship are thinking about many of the same ideas. Because gaming is better when Xbox is at its best.