Microsoft Gaming has decided to return to the Xbox brand under new leadership, as shared in a recent memo to employees. This shift comes after the company adopted the Microsoft Gaming name in January 2022 when it acquired Activision Blizzard.
In the message from CEO Asha Sharma and CCO Matt Booty, they explained that the “Xbox” name reflects their ambitions better than Microsoft Gaming does. Their focus will be on daily active players and enhancing hardware, content, and services. They emphasized that the console will remain at the heart of their strategy, designed to be affordable and personal.
The leaders acknowledged that the previous business model won’t carry them forward. They plan to reassess their approach to exclusives and explore new technologies like AI, promising to share updates as they develop.
Expansion is also on the horizon. Xbox aims to reach audiences in China, emerging markets, and mobile-first demographics, while continuing to maintain its presence in live gaming. They want to create lasting growth by bolstering Game Pass with a sustainable financial model that players can trust.
Xbox recently made headlines by lowering the price of its top-tier Game Pass subscription. This change came after feedback from players who found the service increasingly expensive. Game Pass Ultimate went from $29.99 to $22.99 monthly, and PC Game Pass dropped from $16.49 to $13.99. However, this doesn’t fully reverse a previous price hike of 50% from October 2025.
Adding to the excitement, Xbox has announced a next-generation console, codenamed Project Helix. Jason Ronald, Xbox’s VP of next generation, assured fans that this console will deliver superior performance and a player-first experience, thanks to a multi-year partnership with AMD.
In the ever-changing landscape of gaming, these decisions highlight a commitment to listen to players. A recent survey indicated that 78% of gamers prioritize affordability in subscriptions. Xbox appears to be taking this feedback seriously, aiming to create a more inclusive gaming environment. With a focus on community engagement and affordability, Xbox is heading into a new era—one that aims to redefine gaming for everyone.
For further details on Xbox’s recent changes and future plans, you can read more on Xbox Wire.
