ImportantEnterprise Tech
Microsoft brings Xbox back, scraps Microsoft Gaming
Microsoft is rebranding its gaming division back to Xbox and discontinuing the Microsoft Gaming umbrella, signaling a strategic pivot to strengthen Xbox as the company's core gaming identity and restore focus to gaming enthusiasts. This organizational restructuring, led by new Xbox CEO Asha Sharma, reflects a course correction on previous decisions (such as reversing the Call of Duty Game Pass commitment) and indicates Microsoft is prioritizing brand clarity and customer-first strategy over enterprise consolidation. For IT organizations, this means potential changes to internal systems architecture, brand compliance frameworks, and cross-divisional collaboration models as Microsoft realigns its gaming infrastructure and messaging.
The Verge2 min read
Xbox CEO Asha Sharma has had a busy week. Sharma held an internal town hall with Xbox employees today, just days after announcing an Xbox Game Pass price cut, commenting on the status of the Xbox mobile store, and teasing a mysterious Xbox and Discord partnership. One of the items on the agenda for the employee all-hands was scrapping Microsoft Gaming. Sources familiar with the meeting tell me that Sharma announced that Microsoft is returning to using Xbox for its gaming division, instead of Microsoft Gaming. "Xbox needs to be our identity," said Sharma, noting that Microsoft Gaming was a departure from that. Microsoft originally switched … Read the full story at The Verge.