Xbox's brand refocusing continues to roll on throughout 2026 with new CEO Asha Sharma at the helm. As part of this new direction for the company, Xbox has announced the new Xbox Labs initiative to help shape the future of its game development. While the specifics of Xbox Labs are still unclear, Sharma has made it known that the company remains committed to making its games and hardware great, and this new initiative is just an extension of that commitment.
Sharma took over as CEO of Xbox back in February 2026 following the retirement of previous executive Phil Spencer. In her tenure thus far, Sharma has lowered the price of Xbox Game Pass Ultimate and recommitted to Xbox console exclusivity for games like Gears of War: E-Day and Fable. However, these developments were not without their costs, as Xbox also laid off 3,200 employees and cut ties with studios like Double Fine and Ninja Theory.
Xbox announces the creation of a brand-new division at the company called XP, which will continue the brand overhaul begun earlier in 2026.
In a statement shared by Sharma on Twitter, the Xbox CEO outlined the future of how the company plans to...
