Microsoft Gaming Rebrands to Xbox Debuts New Logo as Xbox Chief Says Company Reevaluating Exclusive Games

Asha Sharma, a chief executive of Microsoft Gaming, has developed ‘a new strategy for Xbox going forward’ that starts with the elimination of ‘Microsoft Gaming’ and returning to the ‘Xbox’ brand. Sharma described platform priorities in a townhall meeting with Xbox staff Thursday, which included hardware, content, experience and services. In addition, the Xbox boss said that the company would reevaluate its strategy to exclusivity.

Another Xbox launch of a new logo was the introduction of an LED, glassy green and glowing design in place of the black-and-white logo used since 2019 as part of its revamped redesign. The changes are part of Sharma’s reassurance that she will ‘return Xbox’ when she became Xbox chief in February.

Xbox Discussion

• Xbox Game Pass Ultimate prices slashed
• What is the Gaming Copilot AI Assistant that Microsoft is bringing to Xbox consoles?
• which is better xbox or ps4
• No more day-one Call of Duty on Game Pass. A sign of things to come?
• Andriod TV or Gaming consoles?

Explore More…

During the new leadership, Xbox has made several changes and is considering larger strategic shifts that would be taking away from the course of ex-X boss Phil Spencer and former president Sarah Bond. The model that brought us here won’t be the one that takes us forward,’ Sharma told Xbox staff in a detailed message.

Xbox Reevaluating Exclusive Games

Sharma’s message is a key lesson that Microsoft is reviewing console exclusivity. It has been reported in recent reports that the new Xbox leadership is taking community feedback into consideration one of which is returning to its Xbox exclusive titles. Xbox began to release its first-party games under Spencer and Bond on rival platforms such as PS5 and Nintendo Switch. A number of Xbox titles have been over to PS5 since 2024 – Bethesda’s Starfield was the last one ever, and released on PS5, April 7. That might be a change of that, as it is now for s to have changed.

We will reevaluate our approach to exclusivity, windowing and AI as we learn and decide.’ Sharma said she described Xbox’s priorities in the way ‘along with this strategy is that we are going to share more when we know what they want from us or who wants it so much on which we should be doing now’. Also, the Xbox boss said that the company was removing the Microsoft Gaming branding and returning to Xbox gaming.

The full stack is merged to form our best work,’ . Our structure is outlined in ‘Microsoft Gaming’ but does not describe our ambition. So, so we are going back to where we started and rename our team. The Xbox boss said ‘We are Xbox’.

Road Ahead for Xbox

Sharma acknowledged Xbox had a tough road ahead on PC and console, and promised to make the site more affordable, personal and open. Paraphrast.

More often, however, has the console have experienced less frequent drop of “New feature” on its console. we are not on PC, a strong enough presence of . People are struggling to keep up with pricing for s as they compete. But core experiences such as search, discovery and social or personalization are still too fragmented,” she said.

Xbox’s new era will be based on console,” Sharma said; “We have flexible pricing options for players, with the foundation of our new age. In a statement this week, the Xbox chief announced he had cut off Game Pass prices for this month’s edition and said it would “make the subscription service more flexible” to users.

Xbox chief Asha Sharma held a townhall meeting with staff on Thursday
Photo Credit: Microsoft

Xbox’s Four Priorities

Sharma laid down four priorities for Xbox, with daily active players as the new “north star” for the platform.

Firstly, on the hardware front, Sharma promised to maintain Xbox Series S/X consoles as a healthy base before giving Project Helix, the next-gen Xbox, performance and play both console and PC games, she said.

The Content side will see Xbox continue to grow its most popular franchises, and strengthen its five-years slate with third-party partnerships. The company also plans to expand its business model in China and other emerging markets, as well as expanding its live service footprint.

Xbox also aims to improve the platform experience by fixing fundamentals and overhauling discovery, customization, social, and personalization, Sharma said.

Sharma, meanwhile, said the company plans to fortify Game Pass and move forward with “a clear differentiation” and sustainable economics,” she said on Xbox services. It also suggests that further changes to Game Pass are on their way, as suggested by this. Sharma also vowed to make Xbox cloud feel ‘native, fast and reliable’ across TVs and low-budget devices. She also said the company would use mergers and acquisitions to grow faster where needed.

Sharma’s week has been a busy week for this . In a statement, the Xbox chief announced that Game Pass Ultimate and PC GamePass would be priced at’very low’ after admitting it had become “too expensive for too many players to use this service”. Then, he said ‘I’m also saying that I will make the subscription service “more flexible” for players going forward. Sharma has tipped off a deal with messaging platform Discord on Wednesday that would help Game Pass be more flexible.