adminXbox branding is returning as Microsoft sets out a new direction for its gaming business. In a staff memo, CEO Asha Sharma and CCO Matt Booty described a broader mission focused on players, games, services, and hardware. The change signals a renewed emphasis on the Xbox identity, while the company reviews several parts of its strategy.
Image credit: Xbox
Why Xbox branding is returning
Microsoft adopted the Microsoft Gaming name in January 2022, following its acquisition of Activision Blizzard. Sharma and Booty said the name described the business’s structure but did not fully express its ambitions. The company is now placing Xbox at the center of its gaming identity again.
The memo also sets daily active players as the business’s primary measure of progress. Alongside that goal, Xbox plans to focus on improving its hardware, content, player experiences, and services. For players, this suggests that engagement and the quality of the overall experience will be important priorities, not just the number of products released.
Xbox plans to review exclusivity and AI
Xbox says its console will remain central to its future plans. The company described its aim as building hardware that is affordable, personal, and open. Sharma and Booty also acknowledged that the approach that brought the business to its current position may not be the right one for its next stage.
The executives said the company will reassess its policies on exclusivity windows and artificial intelligence. They did not announce specific changes, so players and developers should treat these areas as under review rather than as settled policy. Xbox plans to share further information as it evaluates its options.
The strategy also includes reaching audiences in China, emerging markets, and mobile-first regions. At the same time, Xbox intends to continue supporting live games and maintaining long-term stewardship of its franchises.
Game Pass pricing and service priorities
Xbox says it wants Game Pass to support durable growth through a sustainable financial model and stronger cost discipline. Earlier in the week, the company lowered the monthly price of its top-tier subscription and removed Call of Duty from its day-one launch lineup following customer feedback. Sharma had reportedly said the service had become too expensive for players.
- Game Pass Ultimate: reduced from $29.99 to $22.99 per month.
- PC Game Pass: reduced from $16.49 to $13.99 per month.
The new prices do not fully undo the 50% increase introduced in October 2025. When comparing subscription options, players can check the current price and included benefits in their region, as offers and availability may vary.
Games, community, and the next Xbox console
Xbox also plans to strengthen creator-focused platforms and games, including Minecraft, The Elder Scrolls, and Sea of Thieves. The company wants to improve how players discover content and use customisation, social, and personalisation features. These areas can affect how easily players find games and connect with communities, making them practical measures to watch as the strategy develops.
Last month, Xbox announced its next-generation console, codenamed Project Helix. Xbox vice president of next generation Jason Ronald said it is intended to deliver high performance and a player-first experience. The console is being developed with support from a multi-year partnership with AMD.
What the Xbox branding change means
The return to Xbox branding is part of a wider shift in how Microsoft describes its gaming ambitions. The company has set daily active players as its guiding measure, while identifying hardware, Game Pass, games, and community features as key areas of focus. Its plans for exclusivity and AI remain under review, so the clearest picture will emerge as Xbox announces concrete decisions and updates.
