Internal warning on new intellectual property
Xbox CEO Asha Sharma has reportedly cautioned employees that the organisation will “not survive” if it depends solely on past game franchises. According to reports from a recent internal town hall, Sharma told staff that the platform needs to “continue to create enduring new IP” and find the “courage, to have invention on new IP that reach new sets of audiences.”
At the same time, Sharma stated that Xbox is supporting its established franchises and aims to see its major titles develop into global, billion-dollar properties. Prior to Sharma’s tenure succeeding Phil Spencer, several new intellectual property projects were cancelled, including Rare’s Everwild, ZeniMax Online Studios’ Project Blackbird, and Ninja Theory’s Project Mara. Recent structural changes at Xbox have involved proposed studio closures, job reductions, and business restructuring.
Growth and new initiatives
During the same town hall meeting, Sharma informed staff that Xbox has begun returning to growth following an all-time low, asserting that the company is making correct decisions to reinvest in operations.
To trial emerging ideas and new technology, Xbox recently announced a new internal initiative named Xbox Labs. Composed of existing engineers, scientists, and game makers within the organisation, the project consolidates current efforts to explore making games more accessible, giving older titles new life, and enabling players to become creators and co-creators. A spokesperson for Xbox stated that the group has no explicit directive to use artificial intelligence, noting it would only be utilized when deemed necessary or beneficial.
Additionally, Xbox established a business unit called Xbox XP to handle transmedia brand expansions, covering initiatives such as the Fallout television series and a Minecraft theme park. This division is led by Kayleen Walters, president of Mojang Studios.
