Xbox’s new Chief Strategy Officer Matthew Ball wants Microsoft to bring back some of its older franchises while also rebuilding the company’s struggling console business. Ball joined Xbox as part of CEO Asha Sharma’s latest leadership changes, alongside Scott Van Vliet, who has been named Chief Technology Officer.
This story is related to the earlier Xbox leadership reset, but it is not the same update. The previous report focused on Asha Sharma hiring Matthew Ball and Scott Van Vliet as part of a wider restructuring. This one focuses on Ball’s own comments about what he wants to fix first: Microsoft’s dormant IP library and the future of Xbox hardware.
Ball told Bloomberg that his work will focus on reviving Microsoft’s “storied franchises” and rebuilding the Xbox console business. He believes the console market still has room to grow despite rising component costs and other hardware pressures. He also said Sharma’s new strategy, which he had advised on, should help drive revenue and profit.
Dormant Xbox franchises could help Microsoft rebuild goodwill with fans
Ball’s comments have already led to speculation about which older Xbox franchises Microsoft could bring back. Possible names include Banjo Kazooie, Blue Dragon, Lost Odyssey, Crimson Skies, MechAssault, Viva Piñata, Kameo, and Shadowrun. None of these would guarantee a massive hit by itself, but reviving the right series could help Xbox reconnect with longtime fans.
That matters because Xbox has faced years of criticism over its console identity. Many players have questioned why they should buy Xbox hardware when several Microsoft games are also available elsewhere. Bringing back older first party franchises could give Xbox more character and help make the platform feel less dependent on a few major brands.
| Area | Matthew Ball’s likely focus |
|---|---|
| Console business | Rebuild Xbox hardware strategy and profitability |
| Dormant franchises | Bring back older Microsoft and Xbox IPs |
| Game Pass | Rethink how subscriptions fit into growth |
| Player goodwill | Restore trust among longtime Xbox fans |
| Platform identity | Give Xbox clearer reasons to exist as hardware |
Ball is widely known in the games industry for his State of Video Gaming reports and his work through Epyllion. His analysis has often argued that the gaming market is still growing, but unevenly. Record revenue can exist at the same time as weaker funding, tighter margins, and more pressure on publishers that do not have major hit franchises.
That may explain why he is looking at older Microsoft IPs. Ball’s February 2026 report said legacy franchises and large ecosystems continue to capture a major share of player attention and spending. Reviving older Xbox series will not automatically create the next blockbuster, but it gives Microsoft more chances to build familiar games with existing fan interest.
Game Pass is also part of the bigger picture. Ball previously consulted Microsoft in 2020 on the subscription service and wrote about the pros and cons of gaming subscriptions. Xbox has since struggled to grow Game Pass consistently, with major pricing and strategy changes over time. Ball’s arrival could give Microsoft a more disciplined view of how subscriptions, hardware, and first party games should work together.
For Xbox, the challenge is clear. Microsoft has money, studios, technology, and valuable franchises, but it still needs a stronger console story. If Ball can help turn dormant IPs into active franchises again while giving Xbox hardware a clearer purpose, this leadership change could become one of Sharma’s most important moves.
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