Plans are full steam ahead for the Xbox brand to return to prominence. A new report shows that Microsoft Gaming branding will take a back seat, with the entire Microsoft gaming sector revolving around the Xbox brand.
This is the latest reported move by new Xbox CEO Asha Sharma, who has been outspoken about her desire for the Xbox brand to return to prominence. Other recent moves include the decision to decrease the price of Xbox Game Pass Ultimate.
Asha Sharma Reportedly Decrees ‘Xbox Needs to Be Our Identity’
According to a new report from Tom Warren of The Verge, there was a recent all-hands meeting within Microsoft’s gaming sector, and one of the announcements from Asha Sharma was that, moving forward, they would scrap the Microsoft Gaming branding.
The belief is that the branding was a departure from Xbox being the core of the division, and that Sharma stated, “Xbox needs to be our identity.” The shift to Microsoft gaming occurred around 2022, when the corporation acquired Activision Blizzard. Phil Spencer led the charge there. Spencer was replaced by Sharma after he announced his retirement. Sarah Bond, who appeared to be being groomed to take Spencer’s place, also resigned from the company.
Sharma has been outspoken in saying that the brand’s return to prominence revolves around the core player. As part of that, they decided to lower the price of the most premium Xbox Game Pass tier from $29.99 to $22.99. The caveat there is that new Call of Duty games will no longer be available on day one for the service. Learn more about that move at this link.
Insider Gaming will continue to monitor all things Xbox and report any updates.
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