Microsoft is retiring the 'Microsoft Gaming' brand in favor of returning to its original Xbox identity, according to reports from The Verge.
During an internal town hall held this week, Xbox CEO Asha Sharma informed employees that the company will move away from the Microsoft Gaming label. Sharma stated, “Xbox needs to be our identity,” noting that Microsoft Gaming represented a departure from that core mission.
The shift marks a reversal of a 2022 rebranding effort. At the time Microsoft announced its plan to acquire Activision Blizzard, the company promoted Phil Spencer to Microsoft Gaming CEO to unify efforts across PC, mobile, and cloud platforms.
Sharma’s decision is part of a broader internal campaign described as the “return of Xbox.” This strategy focuses on prioritizing long-term fans and rectifying previous strategic shifts.
Recent weeks have seen several high-profile changes under Sharma's leadership. She recently reversed a decision regarding the addition of future Call of Duty titles to the Xbox Game Pass subscription service, a move that had reportedly been debated fiercely inside Microsoft.
New branding is already appearing across Microsoft’s campus. The Verge reports that the “return of Xbox” slogan, alongside phrases like “great games” and “future of play,” has been posted on office walls.
A redesigned Xbox logo has also surfaced on Microsoft’s campus ahead of an upcoming Xbox showcase in June. This new iteration features a less flat aesthetic with glass effects and has reportedly been used in internal 'Project Helix' materials.
This rebranding follows a busy week for Sharma, which included announcing Xbox Game Pass price cuts, commenting on the status of the Xbox mobile store, and teasing a new partnership between Xbox and Discord.
