Microsoft returns to Xbox branding, drops 'Microsoft Gaming'

Xbox CEO Asha Sharma announced Microsoft will rebrand its gaming division from Microsoft Gaming back to Xbox, saying "Xbox needs to be our identity." Microsoft has already updated campus signage and begun organizational changes to move teams and studios under the Xbox name. The shift centralizes marketing and internal structure for Xbox hardware, Game Pass, and first-party studios to present a single consumer-facing brand. Restoring the longstanding Xbox identity simplifies messaging for players and developers and strengthens Microsoft's positioning in the console and subscription markets.