Xbox as a brand name is returning in an unexpected way with the gaming division coming back to using Xbox as the official division’s title. Some years ago, Microsoft changed the name of its gaming division to Microsoft Gaming, likely because it wanted continuity with the rest of its products. The only problem with this is that most people are extremely familiar with the Xbox brand. The brand itself never went away, but calling the gaming division something other than Xbox made things a little more convoluted, and it wouldn’t be surprising to learn that it potentially confused some loyal fans of the brand.
This change was made in 2022, but many saw it as a departure from the identity that Xbox had built over the preceding two decades. Sharma reportedly agrees.
The Xbox gaming division will be a return to the brand’s identity
According to a new report from The Verge, “people familiar with the matter” have stated that Asha Sharma confirmed the return to using Xbox as the official name for the gaming division. “Xbox needs to be our identity,” Sharma has reportedly said.
This is one of a series of key changes that Sharma is making to return Xbox to form. The once gaming behemoth during the Xbox 360 era has made a lot of strategic changes that were meant to bolster the brand, but those changes seem to have done the opposite. One might say that Xbox lost its way a little bit. Sharma’s decisions appear to be in the service of Xbox fans specifically, and to restoring the Xbox identity to its former glory. Time will tell if this leads to success, but things appear to be moving in the right direction.
Sharma has already taken steps to course-correct with cheaper Xbox Game Pass plans, the removal of Call of Duty from Day One Game Pass, and turning focus back toward Xbox exclusives in some capacity.
The post Microsoft Gaming is out, Xbox is in, as brand shifts back to its roots appeared first on Android Headlines.
