"Great games are culture, and culture is entertainment": Xbox CEO says Call of Duty is larger than the MCU, states there's "more appetite" for Xbox multimedia

June 24, 2026 - 08:19

Xbox CEO Asha Sharma has made a bold claim about the scale of Call of Duty, stating that the franchise has grown larger than the Marvel Cinematic Universe. In a recent interview, Sharma argued that major video game properties are not just entertainment products but cultural forces, and that audiences are hungry for more multimedia projects based on them.

"Great games are culture, and culture is entertainment," Sharma said. She pointed to Call of Duty as a prime example of a brand that has surpassed traditional blockbuster franchises in terms of reach and engagement. According to her, the game's massive player base and its presence in global pop culture put it on a different level from even the most successful movie series.

Sharma also addressed the future of Xbox's intellectual property outside of gaming. She noted that there is "more appetite" for Xbox multimedia now than ever before. While she did not announce specific new shows or movies, she suggested that properties like Call of Duty, Halo, and other Microsoft-owned games are well positioned for adaptations. The comment signals that Microsoft is actively considering how to expand its gaming brands into television and film, following the mixed reception of past efforts like the Halo TV series. Sharma's remarks come as the industry watches to see if game-to-screen projects can finally match the success of superhero movies.