Microsoft Revives Xbox Brand in Major Gaming Division Overhaul

8 articles · Updated · Metro.co.uk · Apr 22

Microsoft has rebranded its gaming division, dropping 'Microsoft Gaming' in favour of the Xbox identity under new CEO Asha Sharma.
This move follows a series of rapid changes, including a Game Pass price cut and a renewed focus on Xbox-exclusive branding and community engagement.
The rebranding aims to address previous strategic missteps and signals Microsoft's intent to compete more assertively in the gaming market.

Can a price cut and new logo truly fix Xbox's identity crisis and win back gamers from PlayStation?

How will Xbox balance its new 'renegade spirit' with the corporate realities of Microsoft's profit demands?

As Xbox integrates AI into its next console, how will it avoid creating the 'soulless slop' its CEO fears?

Will bringing back console exclusives be enough to challenge PlayStation’s massive market lead this late in the game?

With Call of Duty no longer a day-one Game Pass title, what new value will keep subscribers paying?

Is Project Helix's hybrid PC approach a genius move or an admission that the traditional console is dead?