Asha Sharma：Xbox 需要“持久的新 IP”，仅依靠现有系列将无法生存
Asha Sharma: Xbox Needs ‘Enduring New IPs,’ It Will Not Survive With Just Established Franchises
Xbox CEO Asha Sharma 在内部会议表示，Xbox 必须创造持久的新 IP 才能生存，仅依赖现有系列无法持续。她称 Xbox 整体正面情绪较上年增长 30%，品牌正逐步恢复盈利。其计划通过第一方工作室创造新 IP 吸引新受众，并已设立新部门将第一方系列拓展至电影等产品。
Shahmeer Sarfaraz
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Story Highlight
- Asha Sharma spoke at a town hall meeting, explaining that Xbox needs new franchises to survive.
- She argues that relying on established billion-dollar franchises won’t be enough for the company.
- The brand aims to reach new audiences with fresh IPs in the future.
Xbox is undergoing a devastating restructuring, which has seen hundreds of developers lose jobs and studios go independent or close entirely. These controversial changes come as Asha Sharma prepares Microsoft’s struggling gaming brand to face a volatile future.
The Xbox CEO has now highlighted the importance of creating fresh IPs for the brand’s survival.
Asha argues the focus is still on Xbox’s biggest multi-million dollar gaming franchises, but she knows there still needs to be a place for ‘creativity and newness’ to survive.
Why it matters: Asha Sharma recognizes the importance of expanding its portfolio via new franchises to grow the overall brand in the future. However, creating AAA IPs is an incredibly risky maneuver, a double-edged sword that could massively backfire.
As reported by Windows Central, Asha Sharma spoke in an internal meeting to employees and executives about not relying on past victories and nostalgia to push the brand forward. She plans for first-party studios to create ‘enduring new IP[s]’ for reeling in fresh players.
I would also like to see us continue to create enduring new IP. We will not survive if we only revive [rely?] on the past.
-New Xbox CEO, Asha Sharma.
These new franchises could explore unique genres that attract a fresh batch of users to the platform. Asha argues that its first-party studios need ‘to find new ways and courage’ to invent franchises that attract ‘new sets of audiences.’
On a side note, Asha Sharma has already introduced an entirely new division to push first-party franchises forward into movies and other products to extract more value out of them.
She also claimed Xbox overall saw a 30% increase in positive sentiment compared to last year. The brand was previously in free fall, but it’s returning to profitability over time, so creating new successful franchises will only help Xbox grow like never before.
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