Microsoft Gaming is dead, long live Xbox

Microsoft has dropped the Microsoft Gaming label and brought Xbox back as the central brand for its gaming division.

The company is shifting to a “We Are Xbox” message, with a stronger focus on hardware, content, services, and player experience.

Microsoft is also rethinking exclusivity, cloud gaming, and AI across console, PC, mobile, and cloud.

The move signals a strategic reset that puts Xbox back at the center of how Microsoft defines success in gaming.