Microsoft has decided to move away from the Microsoft Gaming label and bring back Xbox as the main identity for its gaming division, signaling a clear shift in branding and direction under new leadership, while also aligning future decisions more closely with what Xbox fans expect from the platform.
According to The Verge, the announcement came during an internal town hall led by Xbox CEO Asha Sharma, where she addressed employees and outlined the reasoning behind the change.
“Xbox needs to be our identity,” said Sharma, noting that Microsoft Gaming was a departure from that.
— Asha Sharma, via The Verge
Why Microsoft Is Returning to Xbox Branding
Microsoft introduced the Microsoft Gaming name in 2022 during its push to expand across console, PC, mobile, and cloud, especially around the Activision Blizzard acquisition, but the company now plans to reverse that approach and refocus on a stronger, unified Xbox brand.
Sharma has already started using “return of Xbox” messaging internally, alongside phrases like “great games” and “future of play,” which signals a broader effort to simplify the brand and reconnect with core players.
Bigger Strategy Changes Underway
This branding shift comes alongside other recent changes, including adjustments to Xbox Game Pass pricing and a decision to stop launching future Call of Duty titles on the service on day one, which shows that leadership is reviewing major strategies and making quick decisions.
Microsoft has also started rolling out a refreshed Xbox logo across its campus, with early signs pointing to a more distinct visual identity ahead of upcoming showcases, as the company pushes what it calls a “return of Xbox” across both branding and business direction.
