Xbox is set to be Microsoft’s gaming brand moving forward.
Xbox CEO Asha Sharma recently addressed Xbox employees in an internal meeting, soon after revealing an Xbox Game Pass price cut, commenting on the Xbox mobile store, and hinting at a new Xbox and Discord collaboration. During the town hall, Sharma emphasized the decision to discontinue Microsoft Gaming. Insiders report that Sharma announced the rebranding back to Xbox, highlighting it as the essential brand identity.
Originally, Microsoft Gaming was introduced alongside the 2022 announcement to acquire Activision Blizzard, with Phil Spencer becoming CEO of Microsoft Gaming to enhance Microsoft’s gaming presence across various platforms. However, Sharma’s strategy appears to focus on prioritizing Xbox enthusiasts and addressing past missteps. This includes reversing the earlier debated decision to add future Call of Duty releases to Xbox Game Pass.
Microsoft reinforced the “return of Xbox” concept within Xbox offices with motivational phrases about games and play, aligning with Sharma’s earlier message to employees.
A fresh Xbox logo, featuring glass effects, has been seen on Microsoft’s campus ahead of an upcoming June showcase. This logo is reportedly part of Project Helix materials.