Xbox is undergoing more change in the next few years than in its entire 25-year history

Xbox is preparing for more change in the next few years than it has seen in its entire 25-year history, according to a senior Microsoft executive.

2

Guy Richards, director of ID@Xbox, revealed during the Digital Dragons Conference 2026 that the company is entering an era of unprecedented transformation. "We believe there's going to be more change happening in the next couple of years than the 25 years that got us here," he said. This includes a return to the iconic green branding, the revival of the FanFest event, and ongoing overhauls to Xbox services such as Game Pass, Copilot AI, and other features within the Xbox ecosystem.

Under new CEO Asha Sharma, Microsoft is shifting how it operates, bringing in leaders from its CoreAI division and rethinking long-standing strategies. The company has already made significant moves to change Xbox, such as rebranding to XBOX, reducing Game Pass pricing, and potentially returning to exclusive titles. With Project Helix on the horizon, the changes could shape the next generation of Xbox hardware and software.

"We believe there's going to be more change happening in the next couple of years than the 25 years that got us here," said Richards

As the 25th anniversary of Xbox approaches, the company is preparing a year-long celebration of its legacy. But the real focus is on the future. With Microsoft repositioning itself in the gaming and AI space, the coming years will define whether Xbox can reclaim its former glory or chart an entirely new course.

"There's already been some announcements we've made, like bringing back our FanFest," Richards said. "There's lots of exciting things that we're doing throughout the summer as well that we'll be looking forward to share more about."

As for Xbox exclusivity, Sharma recently commented on the publisher returning to exclusivity, which would be a complete overhaul of Xbox's recent marketing that everything is an Xbox. Sharma said that Xbox is currently evaluating a "range of options for Xbox exclusive games," but she is "treading carefully."