New Xbox CEO Asha Sharma has signaled that Microsoft is actively working to make the next-gen console more accessible to gamers. In recent statements, the executive highlighted the challenges posed by the global crisis in hardware components, especially memory and storage, which significantly increase production costs.
This crisis, driven mainly by the explosive demand of artificial intelligence for high-performance memory resources, has already caused prices to rise 2.75 times compared to what was expected for this stage of a console generation. Analysts indicate that the increase could reach up to 7.5 times in some components. The situation affects the entire industry and complicates the launch of more powerful machines, such as Project Helix, codename for the future Xbox.
Sharma admitted that it’s hard to imagine the mass public spending thousands of dollars on a console over the course of a generation. Therefore, the company is studying alternatives beyond the traditional premium hardware model. Options include flexible payment plans, partnerships and even consoles with lighter configurations, which require less expensive memory.
Strategy includes more flexible Game Pass
In parallel with the hardware, the executive promised more flexible offers for the Xbox Game Pass during the North American summer — which corresponds to the Brazilian winter. The measure seeks to attract new subscribers and retain current ones after price adjustments made in 2025, which had generated criticism.
Recently, Microsoft has already reduced the price of Game Pass Ultimate in the United States from US$29.99 to US$22.99 per month, with impacts also in Brazil (from R$119.90 to R$76.90 for Ultimate). The idea is to expand even further with lower cost tiers, making the service attractive to a larger audience.
Experts see this approach as a necessary response to the current scenario. While Project Helix promises to be a high-performance PC-compatible hybrid console, the reality of high costs requires innovation in business models. Instead of passing on the increases in full to the consumer, Xbox prioritizes accessibility.
Impact on the games market
The hardware crisis is not temporary. Memory manufacturers prioritize contracts with AI data centers, leaving the gaming sector in the background. This is already affecting the availability of current Xbox Series X and S, with reports of difficulty meeting demand.
For the Brazilian consumer, who feels the weight of the dollar exchange rate and taxes, a cheaper console or one with subscription options can represent greater inclusion. History shows that Game Pass helped Microsoft grow even in difficult times, by offering an extensive library for a monthly fee.
Sharma, who took office a few months ago, reinforces the focus on “being where the world plays”. This includes cloud gaming, partnerships and solutions that avoid relying exclusively on expensive hardware. The market is closely following the next steps, which could define the future of traditional consoles.
The expectation is that concrete changes will begin to appear in 2026, with a direct impact on the next generation. Meanwhile, players gain more affordable options to continue enjoying titles from the Xbox catalog.