"All of the industry needs to start to innovate on affordability and efficiency" - Xbox's Asha Sharma wants change and "more choice" for people buying consoles

Sharma, speaking to the BBC in an interview, said: "As an industry, we're in the middle of 'Rampocalypse'.

The short version

• All of the industry needs to start to innovate on affordability and efficiency.
• That is something that we have not had to do [previously].
• This is primarily what's behind the unprecedented rise in console prices, though there are other mitigating factors.

What happened

Indeed, Microsoft raised the price of Xbox consoles again earlier this month, pushing a 512GB Xbox Series S to £430 (which launched at £250), and an 1TB disc-drive Xbox Series X to £670 (which launched at £450). "AI is fundamentally changing a lot of things," Sharma said.

Why it matters

Asha Sharma has talked about this subject before, intimating in June that Microsoft is exploring new ways to sell Xboxes .

Summary by Nerd News Network. Read the full article at Eurogamer via the links above and below.