Xbox is gaining more positive attention from US gamers under Asha Sharma

Xbox appears to be gaining momentum with US gamers, according to a new YouGov report that tracks how people are talking about the brand and whether they see it more positively. The data suggests that Xbox’s image has improved since Asha Sharma became Xbox CEO, with better scores for buzz, satisfaction, value, and consideration among gamers.

The most notable change is Xbox’s Buzz score, which measures whether people are hearing more positive or negative things about a brand. Among US gamers, Xbox’s Buzz score reportedly climbed from 8.5 on February 20, 2026, to 20 on May 20. That is a sharp increase in only three months.

Satisfaction also improved during the same period, rising from 17.8 to 22.3. It even reached 25.0 on May 5 before settling slightly lower. That suggests Xbox is not only getting more attention, but also making some existing players feel better about the platform.

Xbox still has bigger questions to answer, but the early signs look better

The report points to a broader shift in perception. More gamers are talking about Xbox, more are hearing positive things, and more appear willing to consider it. That matters because Xbox has spent the past few years dealing with difficult questions around exclusives, Game Pass pricing, hardware sales, multiplatform releases, and its future console plans.

Sharma’s early leadership has focused heavily on communication and public perception. Xbox has made smaller but noticeable changes, including clearer messaging, more direct fan feedback through Xbox Player Voice, and a Game Pass Ultimate price cut. These moves do not solve every long term issue, but they have helped create the sense that Xbox leadership is listening more closely.

That said, the biggest decisions are still ahead. Fans continue to debate whether Xbox should bring back stronger exclusives, how Project Helix will work, whether physical media still matters, and what Microsoft wants Xbox hardware to be in the next generation. Positive brand momentum is useful, but it will only last if Microsoft follows it with clear product decisions.

The timing is important. Xbox has a busy year ahead, with the Xbox Games Showcase coming on June 7 and major games such as Halo: Campaign Evolved, Gears of War: E Day, Call of Duty: Modern Warfare 4, and Fable now spread across the broader release calendar. Strong software can do more for Xbox’s image than any brand refresh.

The report also shows how quickly perception can change when a platform starts communicating better. Earlier this year, Sharma faced skepticism because of her AI background and lack of traditional gaming leadership experience. Now, early data suggests the brand is being discussed more positively under her watch.

Still, this is only the beginning. Xbox has gained attention and goodwill, but goodwill is fragile. The real test will come when Sharma has to make harder calls about exclusivity, hardware, Game Pass, studio priorities, and the balance between Xbox as a console brand and Xbox as a broader gaming platform.

For now, the numbers are encouraging. Xbox is not suddenly free from its problems, but it appears to have regained some positive energy among US gamers. After a long stretch of mixed messaging, that alone is a meaningful shift.