Things have really been moving at full speed for the Xbox team since Asha Sharma took the helm two months ago. Just as recently as Thursday evening, we learned that exclusive game releases are set to resume, and it was also confirmed that Xbox will be given greater prominence within Microsoft.
One concrete result of this is that the Microsoft Gaming brand is now being scrapped, and it will once again become a dedicated Xbox division. In a lengthy post on Xbox Wire, Xbox boss Asha Sharma and Chief Content Officer Matt Booty write self-critically that "we have work to do" and continue by stating that "players are frustrated," before later outlining specific measures:
"To achieve our master plan, the way we work must transform. Our best work happens when the full stack moves together. 'Microsoft Gaming' describes our structure but it does not describe our ambition. So, we are going back to where we started and changing our team's name.
"We are Xbox."
Another aspect that several Xbox executives have been emphasising for over a year is that the upcoming Project Helix will "lead in performance and play your console and PC games." They also aim to "lead in comfortable, personal, high-performance accessories," and taken together, this suggests that it may be an expensive generation.
While that will certainly be the case, given that component shortages make anything else impossible, Sharma and Booty still write that "Xbox will be built to be affordable." Although it's impossible to say what this means in real terms, it does seem to lend at least some credence to the rumour that Project Helix will perform like a $3,000 PC but cost between $1,200 and $1,500.
Since Microsoft fully controls this PC console, it will be able to secure revenue for it after launch through subscriptions, accessories, and similar offerings. They also don't need to make the same profit margin on hardware as a pure hardware manufacturer would. Furthermore, it is unlikely to be built as a modular PC but will instead feature a custom APU, fixed RAM layout, integrated power management, and an inexpensive, compact cooling system. How low Microsoft can drive the price remains to be seen, but it is at least encouraging that this is a factor they are considering.
The lengthy post also includes other measures and goals, such as "stabilize Gen9 as a healthy and high-quality base" and delivering a "strong ecosystem that expands choice and reach." In short, these are quite ambitious plans that suggest they aim for a powerful, popular, and versatile Xbox generation.
They wrap up by acknowledging that it's been a rocky time for Xbox fans, and state that they've been forced to engage in a fair amount of self-criticism:
"We have to be honest about where we are. We're a challenger, and meeting this moment will require pace, energy, and a level of self-critique that should feel uncomfortable."
Hopefully, we'll see more from Project Helix at the Xbox Games Showcase on June 7, or in time for the Xbox 25th anniversary celebration in November.