Microsoft is phasing out the “Microsoft Gaming” brand, a term introduced in 2022 to represent a broader gaming system including Xbox, PC, mobile, and cloud gaming. According to internal meetings reported by The Verge, Xbox Chief Asha Sharma emphasized the need to return to the Xbox brand as the core identity for the company’s gaming division. The change is part of a larger internal initiative dubbed the “Return of Xbox.”

Shifting Strategy and Branding

Since the acquisition of Activision Blizzard, Microsoft had expanded its gaming brand to include a wider array of platforms and services, while However, Sharma has now opted to refocus on Xbox as the central pillar of the company’s gaming strategy. Internal messaging now emphasizes phrases like “Great Games” and “Future of Play.” The Verge also reported that Xbox offices are displaying these new slogans and using a new, crystalline-style logo for internal materials related to Project Helix, the upcoming next-generation hardware initiative.

According to Xbox Wire. The company has long been built on the idea that games should connect people through shared experiences; Since the first Xbox in 2001 and Xbox Live in 2002, the brand has grown to reach over 500 million players globally. However, recent challenges include fragmented experiences around search, discovery, and personalization, as well as a lack of consistent feature updates and a strong presence on PC platforms.

Pricing Adjustments and Player Frustration

In response to user backlash, Microsoft has reduced the price of Xbox Game Pass Ultimate from 26.99 euros to 20.99 euros per month, according to BILD. The PC Game Pass also dropped from 14.99 to 12.99 euros, though it remains higher than its pre-2025 price of 11.99 euros. However, the price cuts come with a caveat: new Call of Duty titles will no longer be included in Game Pass at launch. Instead, they will be added approximately one year later, during the following holiday season. This marks a shift from the previous strategy, where Activision Blizzard games were immediately available to subscribers.

The decision to remove Call of Duty from the initial Game Pass rollout was reportedly discussed in internal communications, with Sharma acknowledging that the previous pricing model may have been too aggressive. The backlash was significant enough to cause server outages during mass cancellations, leading to a swift reevaluation of the company’s strategy.

Future Direction and Challenges

Microsoft is now focusing on four key areas to strengthen its gaming platform: hardware, content, experience, and services, as reported by 디지털데일리. For hardware, the company plans to stabilize the 9th generation console and prepare for Project Helix, a next-generation console expected to integrate high-performance features for both console and PC gaming. Accessories and system expansion are also prioritized.

Content-wise, Microsoft aims to expand its popular franchises and enhance third-party collaboration. It is also targeting emerging markets, especially in China, and expanding mobile gaming. For creators, the company plans to strengthen platforms like Minecraft and The Elder Scrolls. Experience improvements will focus on search, customization, social features, and personalization to better connect players and developers. Finally, services will focus on differentiating Game Pass, improving cloud gaming quality, and maintaining a sustainable revenue model.

Game launch strategies are also under review. Microsoft has not yet finalized decisions regarding exclusivity, AI integration, or other key factors but plans to share more details in the future. The upcoming Xbox event in June will likely provide more clarity on these strategies.