Microsoft Gaming Scrapped as Asha Sharma Leads Xbox Return at HQ
▼ Summary
– New Xbox boss Asha Sharma is promoting a complete “return of Xbox” by replacing the ‘Microsoft Gaming’ branding with ‘Xbox’.
– The slogan “return of Xbox” has been placed on Xbox office walls, alongside “great games” and “future of play.”
– Sharma told employees that “Xbox needs to be our identity,” indicating the Microsoft Gaming umbrella was a departure from that identity.
– This messaging aligns with Sharma’s initial memo to Xbox employees from February and her early decisions on Game Pass and the Xbox platform.
– A new Xbox logo has been showcased at Microsoft HQ, as shared by the Xbox social media manager.
Asha Sharma is settling into her role as Xbox’s new leader, and she’s already making significant moves to reshape the brand’s identity. After months of transition, reports indicate she is spearheading a full-scale “return of Xbox” initiative at Microsoft headquarters.
According to Tom Warren of The Verge, Sharma has scrapped the ‘Microsoft Gaming’ branding, reverting all divisions back to the unified ‘Xbox’ name. Warren reports that Microsoft has now prominently displayed the “return of Xbox” slogan on the walls of its Xbox offices this week, alongside phrases like “great games” and “future of play.” These messages echo Sharma’s initial memo to Xbox employees in February, signaling her early efforts to make a decisive mark on Game Pass and the broader Xbox platform.
The rationale behind this rebranding is clear. Warren’s sources indicate that Sharma told employees “Xbox needs to be our identity,” arguing that the Microsoft Gaming umbrella had strayed from that core focus. While this information remains reported rather than officially confirmed, Xbox’s recent strategic direction and The Verge’s reliable track record lend credibility to the claims.
Warren also highlights a new post from Xbox’s social media manager, showcasing a revamped logo now displayed at Microsoft HQ. This visual update reinforces the message that Xbox is refocusing on its roots. As Sharma continues to make her mark, the industry is watching closely to see how these changes will shape the future of gaming under the Xbox banner.
(Source: Pure Xbox)
