Microsoft Restores Xbox as its Gaming Identity, Drops Microsoft Gaming
TL;DR Summary
Microsoft is reverting its gaming division branding from Microsoft Gaming back to Xbox, with CEO Asha Sharma stating that Xbox should be the company's identity. The move undoes the 2022 pivot tied to the Activision Blizzard deal and Phil Spencer’s Microsoft Gaming leadership, as Sharma pushes a “return of Xbox” strategy that includes scrapping plans to add future Call of Duty titles to Game Pass. The company has begun displaying a new Xbox-focused messaging and even a refreshed logo on campus ahead of a June showcase, while also teasing a Discord partnership and continuing Game Pass reforms.
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