{
  "id": 14399171,
  "title": "Xbox CEO reportedly warns firm will \"not survive\" if it only relies on existing franchises",
  "url": "https://urgent.news/2026/10/14/xbox-ceo-reportedly-warns-firm-will-not-survive-if-it-only-relies-on",
  "topic": "tech",
  "section": "Tech",
  "published": "2026-10-14T07:44:27.000Z",
  "source": {
    "name": "GamesIndustry",
    "slug": "gamesindustry",
    "url": "https://www.gamesindustry.biz/xbox-ceo-reportedly-warns-firm-will-not-survive-if-it-only-relies-on-existing-franchises"
  },
  "original_language": "en",
  "account": "Xbox CEO Asha Sharma has cautioned that the company will fail if it solely depends on established game franchises. In a town hall meeting, Sharma stated that Xbox must continue to develop new intellectual properties (IP) to ensure survival and reach new audiences. She emphasized the importance of courage and innovation in creating new IPs. Despite Sharma's leadership, Xbox had previously canceled several new IP projects, including Rare's Everwild, ZeniMax Online Studios Project Blackbird, and Ninja Theory's Project Mara. Recently, Xbox proposed closing Ninja Theory as part of its business restructuring, leading to the loss of around 3,200 jobs and the sale of five studios. During the meeting, Sharma also announced that Xbox has begun to recover and is committed to reinvesting in the business. She introduced Xbox Labs, a new team dedicated to testing new projects and exploring emerging ideas and technologies. The team consists of game developers, engineers, and scientists within Xbox. Xbox Labs consolidates existing initiatives rather than starting a new venture and aims to make great games more accessible, give old games new life, and allow more players to become creators and co-creators. An Xbox spokesperson clarified that Xbox Labs does not explicitly focus on using AI or other technologies, and will only employ them if they are beneficial or necessary. Xbox has also announced plans to focus on transmedia brand extensions, such as the Fallout TV series and the Minecraft theme park, led by Kayleen Walters, president of Minecraft developer Mojang Studios.",
  "summary": "Xbox boss Asha Sharma has reportedly warned that the organisation will \"not survive\" if it relies on existing game franchises. Read more",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}