US EditionXbox CEO Reportedly Drops Microsoft Gaming, Makes Xbox the Company’s Gaming Brand Again
Asha Sharma said the division will refocus on Xbox identity and review exclusives as Microsoft tests a new logo and internal slogan.
- On Thursday, CEO Asha Sharma announced Xbox is scrapping the 'Microsoft Gaming' division name to revert to 'Xbox,' aiming to revitalize a brand recently criticized for console performance, pricing, and Microsoft's involvement with Israel.
- Leadership adopted 'Microsoft Gaming' four years ago during the $69 billion Activision Blizzard acquisition, but Sharma explained that 'Xbox needs to be our identity,' signaling a departure from that previous branding.
- In a memo titled 'We Are Xbox,' Sharma and Xbox Chief Content Officer Matt Booty outlined strategy focused on 'great games' and 'future of play,' with the slogan plastered across Xbox offices this week.
- Sharma and Booty identified fragmented user experiences and pricing that are 'getting harder for people to keep up with,' prompting the team to establish daily active players as their new 'north star.'
- Beyond the rebrand, Sharma revealed Xbox is 'reevaluating' its approach to exclusive titles and windowed releases, addressing fan frustration over recent ports to PlayStation and Nintendo Switch, though no firm commitments exist yet.
41 Articles
41 Articles
New Xbox Mission Statement Promises Reevaluation of Exclusivity, Affordability, and More
In a new mission statement of sorts emailed to Xbox staff and posted on Xbox Wire, new Xbox CEO and Xbox Chief Content Officer Matt Booty laid out new priorities and objectives for the Xbox team, including a reevaluation of exclusivity, a focus on affordability, and evolving third-party partnerships while acknowledging that "players are frustrated."The post, titled, "We Are Xbox," admits that "new feature drops on console have been less frequent…
Microsoft Gaming is now just Xbox, as new leaders promise big changes
Xbox's new leadership is rapidly making changes to Microsoft's gaming division. That starts with the end of "Microsoft Gaming" and a reevaluation of the Xbox team's "approach to exclusivity, windowing, and AI," Chief Content Officer Matt Booty and CEO Asha Sharma said in a memo to employees on Thursday.
Microsoft Gaming Changes Name to Xbox: ‘Our New North Star Will Be Daily Active Players,’ Execs Say in Staff Memo
Microsoft’s gaming business is going back to its original name: Xbox. Four years after the tech giant changed the division’s name to Microsoft Gaming, its leaders have decided to change the name back to Xbox and laid out their vision for the next stage of the business. “‘Microsoft Gaming’ describes our structure but it does not […]
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