Microsoft Gaming rebranded as Xbox ahead of Project Helix console release date

Microsoft Gaming CEO Asha Sharma continues to make headlines nearly on a daily basis. Her latest move won’t have an immediate impact on fans like the recent Xbox Game Pass price cut. Still, Sharma seems intent on restoring the company to its original identity. The Verge (paywalled) reports that the Microsoft Gaming branding no longer exists, with Xbox as its replacement.

What killed Microsoft Gaming?

Tom Warren explains that Sharma hosted an internal town hall with staff on April 23rd. According to his sources, she announced that the gaming division will now be known simply as Xbox. Believing that Microsoft Gaming didn’t accurately represent its mission, the CEO said, “Xbox needs to be our identity.”

The Verge article details other changes across the company’s offices that reflect this shift. When Sharma began her new role in February, she reportedly promised a “return to Xbox”. That same slogan is now plastered on the walls that employees walk past. They may also see “great games” and “future of play” advertised in workplaces.

Some of these decisions may signal how Microsoft will market its new Xbox console. Warren notes that a new Xbox logo spotted at the gaming giant’s headquarters could be significant. He reveals that the glossier emblem appears in “internal Project Helix materials.”

A return to Xbox consoles

While the company published games as early as the 1980s, Microsoft Gaming didn’t become an emphasis until 2022. After Phil Spencer took over as CEO, there was a greater focus on cloud gaming and multi-platform releases. Yet more recently, Sharma stressed that first-party hardware would become a higher priority.

Sharma also axed the controversial “This is an Xbox” campaign, which confused many gamers. She is reaching out to fans who still associate the brand with the original Xbox console era. However, Project Helix, as a hybrid PC/console, may not convince these wavering loyalists.

Games like Halo: Combat Evolved were a major part of the first system’s success. It’s unclear how Project Helix, if Windows-based, will support exclusives. Addressing supporters of exclusivity, the new CEO replied, “Hear you.” The response generated more speculation about whether Microsoft will tweak its multi-platform strategy.