Xbox CEO sets goal of surpassing PlayStation and Nintendo profit margins by FY2030

Xbox CEO Asha Sharma said Microsoft aims for Xbox to exceed Sony and Nintendo in profit margins around fiscal 2030, through more exclusive titles, a push into casual games, and extending its biggest franchises into film, television, consumer products, sponsorship and live experiences, with heavy investment in Minecraft. She said revenue growth is expected to accelerate in fiscal 2028 and 2029, and that by fiscal 2030 Xbox hopes to be halfway to its long-term daily-player goal. The piece also notes Circana data showing US Xbox Series hardware sales fell 27% year-over-year in September 2026, and that Sharma acknowledged a revenue decline in the most recent quarter while saying console sales remain supply-constrained.