Xbox Chief Strategy Officer Says New Boss Asha Sharma Asked if the Brand Was 'Fixable' — He's What He Said

Xbox's new chief strategy officer Matthew Ball says he was asked a direct question about the brand's future by recently-installed CEO Asha Sharma: "Is it fixable?" The blunt query puts into focus the pivotal spot Xbox currently finds itself in: way behind Sony and Nintendo in terms of hardware sales this generation, as external pressures impacting the future of consoles continue to ramp up. Last night, Sharma published a stark appraisal of Xbox's current status, prompting speculation that a wave of layoffs now seemed inevitable to cut costs. Ball, a veteran industry analyst, was hired by Sharma last month. Within the video games industry, Ball is known for his popular annual state of video gaming report, and also previously served a successful stint at Amazon Prime, during which time the streamer developed hit series such as Fallout, The Boys and Rings of Power. At Xbox, Ball has been hired to strengthen the business and advise on how best to approach the company's plans for its next-generation console Project Helix in light of current component shortages. "When I sat down with Asha for the first time, she asked me: 'Is it fixable?'" Ball said this week during an interview with The