Xbox Branding Makes a Comeback as Microsoft Gaming Unveils New Mission

Under new leadership, Microsoft Gaming has announced its decision to revert to the Xbox brand as part of a comprehensive new mission statement shared with employees. This change comes after the company adopted the Microsoft Gaming brand in January 2022, following its acquisition of Activision Blizzard. In a memo published on Xbox Wire, CEO Asha Sharma and CCO Matt Booty stated that the Microsoft Gaming brand "represents our structure, but not our aspirations." As a result, the team will now be known as Xbox. The executives emphasized that the console remains a crucial part of Xbox's future plans, with a focus on affordability, personalization, and openness. Recently, Xbox unveiled its next-generation console, codenamed Project Helix, which promises to deliver high performance and a player-centric experience, thanks to a multi-year partnership with AMD. Sharma and Booty noted that the company's previous approach will not be sufficient for future growth, and therefore, Xbox will now prioritize daily active players, driving improvements in hardware, content, experiences, and services. The company will also reassess its approach to exclusivity and AI, with more information to be shared as decisions are made. 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 saw Game Pass Ultimate drop from $29.99 to $22.99 per month, and PC Game Pass fall from $16.49 to $13.99 per month, although this decrease does not fully reverse the 50% increase implemented in October 2025.