Microsoft Ditches 'Microsoft Gaming' Brand, Goes All-In on Xbox
Xbox CEO Asha Sharma declares the Xbox name will be the company's gaming identity going forward.
Microsoft is killing the "Microsoft Gaming" branding for its gaming division. The name reverts to just Xbox.
Xbox CEO Asha Sharma dropped the news at a company town hall, stating plainly: "Xbox needs to be our identity." It's a clear signal that Microsoft wants the Xbox brand front and center across its entire gaming operation.
The move rolls back a previous rebrand that folded the gaming division under the broader Microsoft corporate umbrella. That apparently didn't stick.
Sharma has reportedly had a packed week steering the division. The rebrand suggests Xbox leadership wants sharper brand recognition — leaning into the name gamers actually know and care about rather than burying it under corporate naming conventions.
Short version: if you're building games at Microsoft, you're building them at Xbox now.