Xbox CEO Asha Sharma has outlined a strategic vision for Microsoft's gaming division that hinges on both leveraging its most popular franchises and fostering the development of new intellectual property. Sharma stated that while significant franchises like Forza Horizon, Halo, and Gears of War are crucial to Xbox's current success, the division cannot indefinitely rely on past glories.
"We have to find new ways, and courage, to have invention on new IP that reaches new sets of audiences," Sharma remarked during a town hall meeting. This call for originality comes at a time when Xbox is heavily investing in its established titles, with Call of Duty: Modern Warfare 4 slated for release soon, and future projects including Fable and InXile Entertainment's Clockwork Revolution on the horizon. Furthermore, Xbox has secured deals with Hideo Kojima for his upcoming games, OD and Physint.
The company's focus on major franchises is exemplified by its stated ambition to have its strongest games evolve into "great global billion-dollar franchises." However, Sharma acknowledged the inherent limitations of this approach, warning that "We will not survive if we only revive on the past."
This push for new IP occurs against a backdrop of industry-wide challenges. The increasing cost and development time for AAA games, coupled with the dominance of live-service titles that capture player attention and spending, present significant hurdles for any new game seeking to break through. Additionally, advancements in AI technology are reportedly driving up hardware costs, making gaming more expensive. Sharma's comments come as Xbox aims to reach an ambitious goal of entertaining 1 billion people daily, a target that will likely require more than just retreading familiar ground.