"Microsoft Gaming" Is Dead, To Be Replaced By Return To "Xbox" Branding – Report

The new top boss at Xbox, Asha Sharma, continues to shake things up at the gaming giant. During a town hall meeting with staff today, she reportedly informed workers that the “Microsoft Gaming” moniker is going away. In the future, Microsoft will apparently return to calling its gaming division “Xbox.”

“Xbox needs to be our identity,” Sharma said, as reported by The Verge.

Microsoft adopted the Microsoft Gaming name in 2022 as part of its announcement of a blockbuster $75.4 billion deal to buy Activision Blizzard. Phil Spencer was the first Microsoft Gaming CEO.

Additionally, it was reported that Microsoft is putting up “Return to Xbox” signs at its offices, along with other signs that say things like “Great games” and “Future of play.”

What’s more, a new Xbox logo (see below) has begun to show up on elevators at Microsoft HQ. The Verge said this same logo is also being used for internal documents pertaining to the upcoming Project Helix hybrid console.

Sharma took over as the top boss for Xbox in February, replacing Phil Spencer. Another big move at the time was the departure of Xbox president Sarah Bond.

After Sharma took over for Spencer, she said she wanted the Xbox brand to “return to our roots” and that she had the aim of trying to make “Xbox the best place to play.” Sharma has also heard the wishes from fans to make Xbox-exclusive games again.

Sharma also personally spearheaded the decision to kill the “This is an Xbox” marketing campaign. What’s more, Sharma oversaw the recent changes to Game Pass, which included a price drop and the removal of new Call of Duty titles from the catalog.

Fans will get to see more of Microsoft’s vision for the future of Xbox in June during the Xbox Games Showcase. This event will be followed immediately by a Gears of War: E-Day showcase.

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