Xbox is returning as the primary brand for Microsoft Gaming under new leadership, marking a shift in focus for the company. This decision comes after the adoption of the Microsoft Gaming brand in January 2022 following the acquisition of Activision Blizzard.
In a memo to employees shared on Xbox Wire, CEO Asha Sharma and CCO Matt Booty emphasized the need for a brand that aligns with their ambitions. They highlighted the importance of daily active players as Xbox’s new guiding principle, with a strong emphasis on enhancing hardware, content, experiences, and services.
Xbox’s future plans continue to revolve around the console, which is being designed to be affordable, personal, and open. Sharma and Booty emphasized the need for a new approach to drive the company forward, hinting at potential changes in exclusivity windowing and AI strategies.
The company also outlined its expansion goals, targeting markets in China, emerging regions, and mobile-first audiences. While focusing on maintaining and growing Xbox’s presence in live games and long-term stewardship, Xbox aims to achieve sustainable growth and cost efficiency by strengthening Game Pass.
Key platforms like Minecraft, The Elder Scrolls, and Sea of Thieves will receive enhancements to improve community engagement, discovery, customization, and social features. Recent adjustments to Game Pass pricing, including a reduction in subscription fees, reflect Xbox’s commitment to addressing customer feedback and ensuring affordability.
Despite the price reduction, Xbox acknowledges the previous increase in subscription costs and aims to strike a balance between value and accessibility for players. The announcement of the next-generation console, Project Helix, promises high performance and a player-centric experience, supported by a strategic partnership with AMD.