Microsoft scraps ‘Microsoft Gaming’ branding for Xbox instead
Xbox CEO Asha Sharma announced that Microsoft is dropping the 'Microsoft Gaming' branding in favor of Xbox, signaling a renewed focus on the brand. The change comes as Xbox faces challenges, including sluggish hardware sales and the release of Bethesda's Starfield on PlayStation 5.
Microsoft is shifting its focus back to the Xbox brand, abandoning the 'Microsoft Gaming' moniker. Xbox CEO Asha Sharma announced the change during a town hall meeting, stating that 'Xbox needs to be our identity.' The decision comes after Microsoft acquired Activision Blizzard King in 2022 and created the Microsoft Gaming division. A new Xbox logo, reminiscent of the original Xbox and Xbox 360 logos, has appeared on the Microsoft Campus. The brand is also collaborating with Fanta on a new flavor, Crimson Sour Cherry. Sharma's appointment as CEO was initially met with skepticism due to her AI background, but she has since addressed concerns, promising not to 'flood our ecosystem with soulless AI slop.' Xbox is facing challenges, including poor hardware sales and the release of popular titles like Starfield on competing platforms.
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