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Xbox Brand Returns, Drops Microsoft Gaming, Cuts Pass Prices

4/24/2026

Summary

Sharma Rebrands Xbox

Asha Sharma announced that Xbox will revert to the Xbox brand, ending the “Microsoft Gaming” name introduced in 2022.
She ordered the new Xbox logo to be displayed on Microsoft’s campus this week.
Sharma also said Xbox Game Pass subscription price will be reduced and day-one access to future Call of Duty titles will be removed.
Phil Spencer, promoted to Microsoft Gaming CEO in 2022, will now report under the revived Xbox structure.

Summary

Sharma Rethinks Exclusivity

Asha Sharma announced Xbox will reevaluate exclusivity, windowed releases and AI, hinting at a shift toward Xbox-only first-party titles.
The memo, co-signed by Matt Booty, said ports to PlayStation and Switch—especially Forza Horizon 5, which earned significant revenue—may see Forza Horizon 6 debut on Xbox and PC before PlayStation as a limited-exclusivity test.
Xbox will use daily active players as its “north star” metric and will revisit exclusivity decisions without a timeline.

Summary

Xbox Opens Platform

Xbox announced a roadmap for an open platform that syncs games, progress, friends, and identity across console, PC, mobile, and cloud.
The memo says over 500 million players are frustrated by rare console updates, fragmented discovery, and Windows now leading player hours.
Xbox will add flexible pricing, revamp discovery and social features, and supply creator tools for games like Minecraft, targeting emerging markets such as China and mobile-first users.

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Sharma Rebrands Xbox

Asha Sharma announced that Xbox will revert to the Xbox brand, ending the “Microsoft Gaming” name introduced in 2022.
She ordered the new Xbox logo to be displayed on Microsoft’s campus this week.
Sharma also said Xbox Game Pass subscription price will be reduced and day-one access to future Call of Duty titles will be removed.
Phil Spencer, promoted to Microsoft Gaming CEO in 2022, will now report under the revived Xbox structure.

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