Xbox CEO Asha Sharma Wants to Keep Building "Enduring" New IP — With a Warning in Tow

According to Jez Corden at Windows Central, Xbox CEO Asha Sharma warned employees at a recent Xbox Town Hall that the company must keep creating new IP rather than relying only on established franchises. She reiterated Xbox's ambition to turn its biggest franchises, including Fallout, Call of Duty and World of Warcraft, into billion-dollar global brands while stressing the need for new IP and new audiences. She also reportedly hinted at further studio restructuring, after plans to move franchises such as Halo and Sea of Thieves under Activision, though no additional changes were specified.