Microsoft is changing direction on the gaming side, Xbox brand is on the scene again

Microsoft is making a remarkable name change in its gaming unit, relegating the “Microsoft Gaming” brand to the background and focusing on the “Xbox” name again. This decision, shared with employees by Xbox CEO Asha Sharma, is seen as a continuation of the steps the company has taken recently on the gaming side. Reducing Game Pass prices, making statements about the Xbox mobile store and bringing up a possible collaboration with Discord in the same week further expands the scope of this change. At the meeting held within the company, Sharma clearly stated that the Xbox brand offers a stronger response in terms of identity.

It is known that Microsoft will focus on the “Microsoft Gaming” brand with the acquisition of Activision Blizzard in 2022. With this change, Phil Spencer was positioned as the CEO of Microsoft Gaming, and the company’s gaming activities were covered in a broad framework, covering Xbox, PC, mobile and cloud platforms. Despite this, the new management approach makes us think that this multi-layered structure does not find a clear enough response from the user side. Sharma’s assessment is that the direct connection the Xbox brand has with gamers is stronger.

The decisions taken in recent days are not limited to name changes only. It seems that some strategic steps that previously caused controversy have been reviewed. In particular, the cancellation of the plan to add future games of the Call of Duty series to Xbox Game Pass means closing an issue that has been discussed for a long time within the company. This decision shows that a more cautious approach has been adopted in terms of the sustainability of the Game Pass model and content strategy.

Xbox brand is positioned at the center again

It is stated that slogans such as “Xbox is coming back”, “great games” and “future of gaming” are highlighted in Microsoft’s offices as of this week. These statements also coincide with the messages that Sharma conveyed to employees shortly after taking office. This language used in the company’s internal communication clearly reveals that the Xbox brand will be positioned at the center again. In addition, it is stated that a new logo design is being tested before the upcoming Xbox event.

It is stated that the new Xbox logo has a less flat appearance compared to the current design and contains glass-like effects. It appears that this design isn’t just a visual update, but part of a broader approach to renewing the brand’s perception. On the other hand, it is also noteworthy that this new logo is used together with some studies carried out within the company called Project Helix.