In a recent move, Microsoft is moving away from its Microsoft Gaming terminology in favor of a full blown “return to Xbox” rebrand.
This transition is being seen as a major change in identity under the leadership of gaming CEO Asha Sharma, who assumed her role following the prominent departures of Phil Spencer and Sarah Bond earlier this year.
The rebranding is being observed as a total transformation in focus and a reorganisation of how Microsoft perceives its gaming division.
For many years, the Microsoft Gaming label aimed to separate the Xbox brand from specific hardware constraints and to promote the “play anywhere” philosophy that highlighted cloud gaming and mobile accessibility.
The rebranding comes with several additional features, including a price reduction for Xbox Game Pass that was announced this week. Contrary to earlier plans, no Call of Duty games will be available on Game Pass anymore.
New features for Xbox at Microsoft HQ
Additionally, a new Xbox logo featuring glass effects has been launched at Microsoft’s headquarters.
According to the memo, the guiding principle for Xbox moving forward will be “daily active players.”
The team is also looking to reassess their strategies regarding exclusivity, windowing, and artificial intelligence.
Nevertheless, that approach, later characterised by the notorious “Everything is an Xbox” campaign, encountered considerable internal resistance and did not succeed in reversing years of declining hardware revenue.
Sharma has reportedly informed employees that “Xbox needs to be our identity,” a statement that is now visibly represented at the company’s headquarters.
The report indicates that “Return of Xbox” slogans have been displayed prominently on the walls of Xbox offices, alongside phrases such as “Great Games” and “Future of Play.”
Read more: GTA 6 explained: Price, map and release date
