Xbox Branding Makes a Comeback for Microsoft Gaming

Under new leadership, Microsoft Gaming is transitioning back to the Xbox brand. This change comes after the company adopted the Microsoft Gaming name in January 2022, following the acquisition of Activision Blizzard. In an employee memo published on Xbox Wire, CEO Asha Sharma and CCO Matt Booty stated that the Microsoft Gaming name "defines our organization, but not our vision." As a result, the team is reverting to its original name, Xbox. The executives emphasized that the console remains a key part of Xbox's future plans, with a focus on affordability, personalization, and openness. Recently, Xbox announced its next-generation console, codenamed Project Helix, which promises high performance and a player-centric experience, thanks to a partnership with AMD. Sharma and Booty noted that the strategies that brought Xbox to its current position will not be the same ones that drive its future growth. Instead, the focus will shift to daily active players, with improvements in hardware, content, experiences, and services taking priority. The company also plans to reassess its approach to exclusive game releases and AI integration. Earlier this week, Xbox reduced the price of its top-tier Game Pass subscription and removed Call of Duty from its day-one launch lineup in response to customer feedback. This decision followed internal communication from Sharma, who acknowledged that the service had become too expensive for players. The price reduction brings the cost of Game Pass Ultimate down from $29.99 to $22.99 per month, and PC Game Pass from $16.49 to $13.99 per month, although it does not fully reverse the 50% price increase implemented in October 2025.