In a significant move for the gaming industry, Microsoft Gaming announced today its decision to rebrand back to its foundational name, Xbox. This strategic pivot, effective immediately, comes under new leadership and signals a renewed focus on the core identity and future ambitions of the gaming division.
The company had adopted the Microsoft Gaming moniker in January 2022, following the high-profile acquisition of Activision Blizzard. However, in a memo to employees published on Xbox Wire, CEO Asha Sharma and Chief Content Officer Matt Booty stated that while "Microsoft Gaming" accurately described their structure, it did not capture their overall vision. "So, we are going back to where we started and changing our team's name. We are Xbox," Sharma and Booty declared.
This rebranding underscores a commitment to the Xbox console, which executives emphasized will remain central to their future plans. The console is described as being "built to be affordable, personal, and open."
Last month, Xbox unveiled its next-generation console, codenamed Project Helix. Jason Ronald, Xbox VP of next generation, highlighted that the console aims to deliver "high performance and provide the ultimate player-first experience," supported by a multi-year partnership with AMD.
Sharma and Booty also indicated a reassessment of their strategies, noting, "The model that got us here won't be the one that takes us forward." Their focus will now shift towards daily active players, prioritizing improvements in hardware, content, experiences, and services. The executives also mentioned re-evaluating their approach to exclusivity windowing and AI, with further details to be shared as decisions are made.
This change follows recent adjustments to the Xbox Game Pass service, including a price reduction for its top-tier subscription and the removal of Call of Duty from its day-one launch lineup. Sharma had previously cited that the service had "become too expensive for players."
In other gaming news, Atari has acquired emulation studio Implicit Conversions, bolstering its position in the retro gaming market with the addition of their proprietary emulation technology, Syrup. Meanwhile, Infinix has launched its new flagship gaming smartphone, the GT 50 Pro, featuring advanced cooling and AI-driven optimizations for a premium mobile gaming experience.