Xbox CEO Asha Sharma has an ambitious goal: not only to make Xbox more lucrative, but to surpass the profit margins of its biggest gaming rivals, Sony and Nintendo. Speaking to CNBC , Sharma said Microsoft was working to achieve this goal by mid-2030 and had a variety of plans in place, from focusing on more exclusive titles to gaining more ground in the casual games market. "We will build long-term plans for our biggest franchises across film, television, consumer products, sponsorship, live experiences, and form new partnerships globally, including China," Sharma wrote in an Xbox memo, adding that the company will invest heavily in Minecraft and that revenue growth is expected to speed up in the 2028 and 2029 fiscal years. "By Financial Year 2030, our ambition is to be halfway to our long-term daily-player goal with sustained double-digit growth in players and engagement and industry-l