Xbox Rebrands to Microsoft Gaming: Leadership Unveils 10-Point Plan to Revitalize Brand

Xbox leadership has announced a renewed commitment to revitalizing the brand, signaling a return to its original identity. Microsoft Gaming, the corporate entity overseeing Xbox, will once again operate under the Xbox name, according to CEO Asha Sharma and Chief Content Officer Matt Booty.

The announcement, delivered in a detailed statement, marks a shift from the previous "This is an Xbox" marketing approach. Instead, the company outlined a set of 10 guiding principles designed to redefine its direction and priorities.

Xbox’s 10 Core Principles for the Future

• Earn every player – Prioritize accessibility and value for all gamers.
• Protect our art – Uphold the integrity of game development and creativity.
• Stay rebellious – Challenge industry norms and innovate.
• Progress over perfection – Focus on iterative improvement rather than flawless execution.
• Signal over ceremony – Emphasize meaningful actions over symbolic gestures.
• Core before more – Strengthen foundational experiences before expanding.
• Outwork the problem – Tackle challenges with relentless effort and creativity.
• Speed is learning – Prioritize rapid iteration and adaptation.
• Makers over managers – Support creators and developers over bureaucratic processes.
• Clarity is kindness – Communicate transparently and thoughtfully.

Xbox’s Vision for the Future

"Xbox will be where the world plays and creates. We will build a global platform that connects players and creators everywhere. Console is at the foundation, delivering a premium experience, and cloud brings that experience to any device. You can play where you want, and your games, progress, friends, and identity stay with you across console, PC, mobile, and cloud."

Sharma and Booty emphasized Xbox’s commitment to affordability, personalization, and openness. The company aims to offer flexible pricing, adaptive experiences, and tools for creators of all sizes to reach global audiences.

Leadership Transition and Industry Challenges

Sharma’s first two months as CEO have been marked by significant changes, following the tenure of former CEO Phil Spencer, who led Xbox for years after decades at Microsoft. The statement reflects a self-aware approach, acknowledging Xbox’s current position as an industry challenger requiring bold action and self-criticism.

"Over the last five years, Xbox and the industry have been through an unimaginable amount of change, and this team has continued to deliver for our community. Thank you for staying focused on what matters. 62 days in, we’re proud of how we’ve honored our commitments of great games, return of Xbox, and future of play. We’re here to do the most creative and courageous work of our lives, and that’s what we’ll do together."

For the full statement, visit the Xbox website.