Microsoft Gaming is no more: the gaming division is bringing back the Xbox brand under the leadership of Asha Sharma

The corporation’s gaming division is returning to its roots: after completing the acquisition of Activision Blizzard in 2022, the company used the Microsoft Gaming structure, but is now officially returning the Xbox brand. The decision was made by the new head of the division, Asha Sharma, who replaced Phil Spencer. The changes are aimed at uniting all gaming assets under a recognizable name and eliminating fragmentation in management

What does this mean: overview of changes at Microsoft

The official abandonment of the Microsoft Gaming brand in favor of Xbox is not just a logo change. A joint statement from CEO Asha Sharma and head of content Metta Buti stressed that the old name described the corporation’s structure but did not reflect its ambitions. The slogan “We are Xbox” will now become the central element of all communications. According to The Verge, new slogans have already appeared in the company’s offices: “Return of Xbox”, “Great Games” and “Future of Play”, taken from Sharma’s internal messages.

Features of the new strategy and characteristics of the updated division

The new management acknowledged the existence of systemic problems that the gaming community had complained about. Key challenges include fragmentation of social features, lack of a strong presence in the PC market, and slower release of new features for consoles. To remedy the situation, Xbox will develop along three vectors: accessibility, personalization and openness. They plan to pay special attention to strengthening the ecosystem and stable support for the ninth generation of game consoles.

Game Pass subscription prices and news

Asha Sharma has already begun to introduce radical changes to the pricing policy of services. It was previously announced that the cost of Game Pass Ultimate and Game Pass for PC subscriptions would be reduced. However, this is accompanied by a change in content strategy: it is reported that future Call of Duty games will no longer appear on Game Pass on the day of their release. In addition, according to preliminary information, the launch of a special subscription level for users of the Discord Nitro messenger is being prepared.

Projects and differences: Project Helix

One of the key announcements was work on Project Helix, an ambitious project that should combine the capabilities of console and PC gaming into a single “healthy ecosystem.” Detailed technical specifications have not yet been disclosed, but it is known that the project is intended to speed up the release of updates and make the platform more convenient for developers through improved analytical tools.

Prospects and nuances of expansion

Xbox plans to aggressively expand its portfolio of franchises and develop in new markets, particularly in China. The priority remains to support service games and platforms aimed at content creators, such as Minecraft, Sea of ​​Thieves and The Elder Scrolls. Sharma and Buti promised that in 62 days the company will present even more concrete results of its commitments to “the boldest work in its history.”

Should we expect improvement?

The return to the Xbox brand is a signal to the market that Microsoft is ready to admit past mistakes. The focus on fixing search, social and personalization, coupled with work on Project Helix, gives hope that the company will finally create a seamless gaming experience between Xbox and PC. The rebranding appears to be an attempt to regain the trust of players frustrated by the slow pace of development of the ecosystem in recent years.