Asha Sharma’s Measures Had Minimal Impact on Xbox, Analyst Says

Circana analyst Mat Piscatella sees no positive impact yet from the initiatives introduced by Xbox head Asha Sharma, as console sales continue to fall and US market share shrinks.

According to Circana analyst Mat Piscatella, initiatives launched by new Xbox head Asha Sharma have not yet yielded positive results. Console sales continue to drop, and market share in the United States is declining.

Sharma has announced several initiatives since February 2026 designed to restore the brand to its former standing. However, Piscatella views them as public relations campaigns rather than genuine changes.

Judging by the sales data and user engagement figures that I analyze, I do not see any positive effect. The program for exchanging physical discs for digital versions has had no impact on new disc sales. […] The announcement of Gears exclusivity has also failed to change the console sales situation. On the contrary, the position is worsening. Xbox is losing market share in the US.

He noted that removing Call of Duty from Game Pass Ultimate on day one also failed to help boost full-price sales. Player engagement for Modern Warfare 4 on Xbox turned out to be half that of the previous installment, which was available via subscription. Many users likely chose to forgo purchasing the game altogether.

At the same time, Piscatella allows that the effects of Sharma’s strategy may manifest later.

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