{"id":910675,"date":"2026-06-05T15:16:26","date_gmt":"2026-06-05T20:16:26","guid":{"rendered":"https:\/\/newsycanuse.com\/index.php\/2026\/06\/05\/xboxs-new-chief-strategy-officer-is-planning-to-revive-storied-franchises\/"},"modified":"2026-06-05T15:16:26","modified_gmt":"2026-06-05T20:16:26","slug":"xboxs-new-chief-strategy-officer-is-planning-to-revive-storied-franchises","status":"publish","type":"post","link":"https:\/\/newsycanuse.com\/index.php\/2026\/06\/05\/xboxs-new-chief-strategy-officer-is-planning-to-revive-storied-franchises\/","title":{"rendered":"Xbox&#8217;s New Chief Strategy Officer Is Planning To &#8216;Revive Storied Franchises&#8217;"},"content":{"rendered":"<div id=\"body\">\n<article id=\"article\">\n<header>\n<section>\n<p>In addition to strengthening the console side<\/p>\n<\/section>\n<section>\n<ul>\n<li><img decoding=\"async\" src=\"https:\/\/images.purexbox.com\/users\/253452\/avatar.jpg?v=1583410392\" width=\"30\" height=\"30\" loading=\"lazy\" alt=\"FraserG\">by <a href=\"http:\/\/www.purexbox.com\/authors\/FraserG\">Fraser Gilbert<\/a><\/li>\n<li><time data-days=\"5\" datetime=\"2026-05-22T12:00:00+00:00\">Fri 22nd May 2026<\/time><\/li>\n<\/ul>\n<\/section>\n<\/header>\n<div>\n<section>\n<figure data-uuid=\"43969ef681cad\"><a title=\"Xbox's New Chief Strategy Officer Is Planning To 'Revive Storied Franchises'\" href=\"https:\/\/images.purexbox.com\/43969ef681cad\/xboxs-new-chief-strategy-officer-is-planning-to-revive-storied-franchises.large.jpg\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/images.purexbox.com\/43969ef681cad\/xboxs-new-chief-strategy-officer-is-planning-to-revive-storied-franchises.900x.jpg\" width=\"900\" height=\"523\" alt=\"Xbox's New Chief Strategy Officer Is Planning To 'Revive Storied Franchises'\"><\/a><\/figure>\n<p>Earlier this week, we covered the news that <a href=\"https:\/\/www.purexbox.com\/news\/2026\/05\/xbox-hires-new-exec-to-strengthen-the-console-side-of-the-business\">Xbox had hired a new executive to &#8220;strengthen the console side of the business&#8221;<\/a> in the form of Matthew Ball, who has joined as Chief Strategy Officer.<\/p>\n<p>And now, a new interview with <a href=\"https:\/\/www.bloomberg.com\/news\/articles\/2026-05-21\/microsoft-turns-to-video-game-researcher-to-fire-up-xbox-revival?\">Bloomberg<\/a> has shed more light on Ball&#8217;s role at Team Xbox, which includes plans to &#8220;revive storied franchises&#8221; in addition to his work around consoles. The outlet says that these are two of his main focuses, although we don&#8217;t have any specifics about which <em>exact<\/em> franchises he&#8217;s going to be prioritising.<\/p>\n<p>In fact, he didn&#8217;t talk much about games in this interview, aside from the following couple of quotes:<\/p>\n<blockquote>\n<p>&#8220;I\u2019m very focused on this question of how games can \u2013 where appropriate; it\u2019s not suitable for all titles \u2013 find better and bigger ways to explore, create, co-create and build together,&#8221;<\/p>\n<p>&#8220;He says he has \u201cthousands of memories in specific basements playing <em>Halo<\/em>, playing <em>Gears of War<\/em>, and when [Asha Sharma] asked if I wanted to be a part of a turnaround, it was irresistible.\u201d<\/p>\n<\/blockquote>\n<p>Elsewhere in the discussion, Ball explained that <a href=\"https:\/\/www.purexbox.com\/news\/2026\/04\/microsoft-ceo-says-xbox-is-recommitting-to-our-core-fans-as-revenue-falls-in-fy26-q3\">Xbox has struggled with &#8220;largely disappointing&#8221; quarters<\/a> over the past few years, and he&#8217;ll be part of turning that around and improving Xbox&#8217;s reach in players and player hours.<\/p>\n<p>In terms of console, he also thinks it&#8217;s an area that&#8217;s &#8220;important, durable and still growing&#8221;.<\/p>\n<p>There definitely seems to be a lot of excitement around this specific hire for Xbox right now, especially considering how people know Matthew Ball from his work as a gaming industry analyst at the research house Epyllion. Earlier this year, he actually penned a 167-slide presentation on &#8220;<a href=\"https:\/\/www.matthewball.co\/all\/presentation-the-state-of-video-gaming-in-2026\">The State of Video Gaming in 2026<\/a>&#8220;.<\/p>\n<p>Just yesterday, we highlighted how <a href=\"https:\/\/www.purexbox.com\/news\/2026\/05\/epic-games-boss-calls-new-xbox-leadership-team-world-class-asha-sharma-responds\">the Epic Games CEO was praising Xbox&#8217;s recent hires as a &#8220;world class&#8221; leadership team<\/a>, and now it&#8217;s up to them to use their expertise to lead Xbox into a mega-successful new era!<\/p>\n<p><em>Excited by what&#8217;s happening inside of Xbox HQ right now? Talk to us down in the comments below.<\/em><\/p>\n<\/section>\n<p>[source <a title=\"External Link: https:\/\/www.bloomberg.com\/news\/articles\/2026-05-21\/microsoft-turns-to-video-game-researcher-to-fire-up-xbox-revival?\" rel=\"noopener\" href=\"https:\/\/www.bloomberg.com\/news\/articles\/2026-05-21\/microsoft-turns-to-video-game-researcher-to-fire-up-xbox-revival?\">bloomberg.com<\/a>]<\/p>\n<\/div>\n<div>\n<p><img decoding=\"async\" src=\"https:\/\/images.purexbox.com\/users\/253452\/avatar.jpg\" width=\"80\" height=\"80\" loading=\"lazy\" alt=\"Fraser Gilbert\"><\/p>\n<div>\n<p>Fraser is the News Editor at Pure Xbox, where he spends his time reporting on the biggest stories in the world of Xbox and beyond.<\/p>\n<ul>\n<li><a href=\"http:\/\/www.purexbox.com\/authors\/FraserG\"><span><\/span> Author Profile<\/a><\/li>\n<li><a onclick=\"return replyTo('FraserG');\" href=\"http:\/\/www.purexbox.com\/#\"> Reply<\/a><\/li>\n<\/ul>\n<\/div><\/div>\n<\/div>\n<p> Johnathon Lupo <br \/><a href=\"https:\/\/www.purexbox.com\/news\/2026\/05\/xboxs-new-chief-strategy-officer-is-planning-to-revive-storied-franchises\" class=\"button purchase\" rel=\"nofollow noopener\" target=\"_blank\">Read More<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In addition to strengthening the console side by Fraser Gilbert Fri 22nd May 2026 Earlier this week, we covered the news that Xbox had hired a new executive to &#8220;strengthen the console side of the business&#8221; in the form of Matthew Ball, who has joined as Chief Strategy Officer. And now, a new interview with<\/p>\n","protected":false},"author":1,"featured_media":910676,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[71,30862],"tags":[5093,20615],"class_list":["post-910675","post","type-post","status-publish","format-standard","has-post-thumbnail","category-chief","category-xboxs","tag-chief","tag-xboxs"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/910675","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/comments?post=910675"}],"version-history":[{"count":0,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/posts\/910675\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media\/910676"}],"wp:attachment":[{"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/media?parent=910675"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/categories?post=910675"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/newsycanuse.com\/index.php\/wp-json\/wp\/v2\/tags?post=910675"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}