Xbox confirms new console is coming - but can it revive the brand?

"The company said the "next-generation" device would "lead in performance" and play both Xbox and PC games, in a departure from its previous machines. Rumours have swirled for some time that the company - which upset some long-time fans when it began to release exclusive titles on rivals PlayStation and Nintendo Switch - would pivot towards a hybrid machine."

"Microsoft's new gaming chief executive Asha Sharma said the announcement was part of its "commitment to the return of Xbox" as a brand. The Project Helix news was light on details, but sparked big questions. Although the announcement hinted at a powerful, next-generation machine, it didn't give any hint of its planned specifications nor reveal what it will look like."

"The Xbox division, like many other video games companies, has also announced several waves of layoffs, cancelled several major projects and closed popular studios, prompting backlash from fans. It has leaned hard into its Netflix-style Game Pass, also available on PC, which allows players to download brand new and back catalogue titles for a monthly fee."

Microsoft's Xbox division announced Project Helix, a next-generation console designed to lead in performance and play both Xbox and PC games, representing a departure from previous machines. New gaming chief executive Asha Sharma framed the announcement as part of Xbox's brand commitment and return to prominence. Details remain limited, with specifications and appearance unrevealed until the Game Developers Conference in San Francisco. Microsoft has pursued aggressive studio acquisitions including Bethesda and Playground Games, while simultaneously implementing layoffs and studio closures. The company heavily promotes Game Pass, a Netflix-style subscription service available on PC and other platforms, which has made Microsoft the largest third-party publisher on PlayStation and Nintendo consoles in 2025.

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