Asha Sharma, CEO of Xbox, has dismissed speculation regarding a potential divestment of Microsoft’s gaming division, stating clearly that the brand is not on the market. In an interview with The New York Times published September 30, 2026, Sharma addressed rumors of a spin-off by asserting that “Xbox is not for sale.”
The executive’s comments come during a year of significant transition for the gaming brand, following what internal communications have termed the “Xbox Reset.” Sharma took the helm as new gaming CEO on February 20, 2026, succeeding Phil Spencer after his retirement from Microsoft.
The leadership change arrived as Microsoft moved to integrate its high-profile acquisitions more deeply into its corporate structure. Financial data indicates that Xbox currently contributes approximately 6% of Microsoft’s total profits. While the division remains profitable, its primary subscription service, Game Pass, has seen a shift in momentum. After reaching a peak of 34 million subscribers, the service began a recorded decline in 2026, prompting a reevaluation of delivery models and content distribution.
A major pillar of the current restructuring involves the reorganization of key intellectual properties. Management of the Halo franchise, historically the flagship brand for Xbox internal studios, was moved under Activision’s management earlier this year. This shift follows Microsoft’s broader 2026 restructuring strategy intended to streamline development across its global portfolio.
Despite the internal reorganization, Sharma emphasized that hardware remains a component of the brand’s future. Development is currently proceeding on next-generation hardware under the internal codename “Project Helix.” The project is intended to anchor the ecosystem as Microsoft balances its traditional console business with its expanding presence as a multi-platform software publisher.
