Xbox CEO Asha Sharma Announces Return to Xbox Brand, Ending Microsoft Gaming Era

Xbox CEO Asha Sharma has had a notably busy week. During an internal town hall with Xbox employees, Sharma addressed several key topics, including the recent Xbox Game Pass price cut, the future of the Xbox mobile store, and a mysterious Xbox and Discord partnership.

One of the most significant announcements from the meeting was the decision to scrap Microsoft Gaming and return to the Xbox brand for Microsoft’s gaming division.

Xbox Brand Reinstated as Microsoft’s Gaming Identity

Sources familiar with the town hall revealed that Sharma emphasized the importance of Xbox as Microsoft’s gaming identity. "Xbox needs to be our identity," Sharma stated, highlighting that the Microsoft Gaming name was a departure from that core branding.

Microsoft originally transitioned to the Microsoft Gaming name in 2022 as part of a broader restructuring effort. However, Sharma’s announcement signals a reversal of that decision, reinforcing Xbox as the primary brand for Microsoft’s gaming initiatives.

Recent Xbox Updates and Partnerships

In addition to the branding change, Sharma’s town hall covered several other updates:

• Xbox Game Pass Price Cut: A recent adjustment to Xbox Game Pass pricing was discussed, though specific details were not disclosed during the meeting.
• Xbox Mobile Store Status: Sharma addressed the current state of the Xbox mobile store, though no major changes were announced.
• Xbox and Discord Partnership: Sharma teased an upcoming partnership between Xbox and Discord, though further details remain under wraps.

While the full implications of these updates are still unfolding, Sharma’s announcement about the return to the Xbox brand marks a significant shift in Microsoft’s gaming strategy.