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UNCOVERED: Microsoft gaming - The Untold Story

“Strengthening the Xbox identity”: We’re looking at why Microsoft is giving Xbox and Mojang employees their own branded emails

Microsoft is continuing its Xbox rebrand by introducing @xbox.com email addresses for employees, signaling a wider effort to strengthen identity and unify branding across the company.

Windows Central

Xbox is Back: Asha Sharma's Bold Rebranding Plan and the Future of Game Pass Flexibility

CEO Asha Sharma is leading a pivotal Xbox rebranding, moving away from Microsoft Gaming to restore the brand's identity

Player One

Xbox has changed its name and backtracked on Game Pass prices, but is it too little too late?

Opinion | Sharma's answered the Call of Duty

GamesRadar

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Xbox leaders lay out new priorities for the company's future, and promise 'flexible pricing' and a focus on 'daily active players' by prioritizing 'hardware, content, experience, and services'

Xbox CEO Asha Sharma and Xbox Chief Content Officer Matt Booty have shared a detailed plan for the company's future, which includes a focus on player engagement and another name change.

TechRadar

Xbox outlines broad plan to revitalize brand with a back-to-basics approach that focuses on console — New Xbox strategy reprioritizes console, while bolstering cloud and services

Microsoft Gaming has been rebranded to just Xbox and the new leadership at the company is looking to shift focus to what worked in the first place. The new open letter titled "We are Xbox" goes over four main points that the brand is putting at the center of this…

Tom’s Hardware

Microsoft Gaming is gone as Xbox Project Helix gets more interesting by the day

The Phil Spencer era of Xbox is most certainly over, as Sharma takes the brand in a new direction

'Our presence on PC isn't strong enough,' Xbox bosses admit

At the same time, the "Microsoft Gaming" name adopted in 2022 has been dropped, and it's all back to Xbox again.

PC Gamer

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Xbox will "reevaluate" its approach to exclusive games and AI, new CEO and CCO say "our new north star will be daily active players"

"To achieve our master plan, the way we work must transform"

GamesRadar

Microsoft goes back to Xbox and ditches Microsoft Gaming as new leaders admit "players are frustrated" with the console and pricing: "We have to be honest about where we are"

Here comes the re-rebrand

GamesRadar

Xbox is back as Asha Sharma scraps Microsoft Gaming in favor of the 'Return to Xbox' initiative

Microsoft is scrapping its corporate "Microsoft Gaming" brand to refocus on its core identity: the "Return of Xbox."

Windows Central

New Call of Duty games will no longer be part of Xbox’s Game Pass

Microsoft has also reduced the price of its Xbox Game Pass video game subscription service, Microsoft Gaming boss Asha Sharma has announced

The Guardian - UK

Xbox Game Pass price could drop after Microsoft Gaming’s new CEO addresses concern

There's a possibility.

Dot Esports

Take-Two boss declines to offer advice to the new Microsoft Gaming chief, says she'll be fine on her own: 'She’s a highly accomplished executive who’s done just great without ever having met me'

Asha Sharma came into Microsoft's Xbox business without a background in gaming, but Zelnick did the same thing at Take-Two and that's worked out pretty well.

PC Gamer

Everything we know about Xbox’s upcoming console, ‘Project Helix’: Release date, price, and more

The next generation console from Xbox has been confirmed, after years of rumors and speculation surrounding the project.

Dot Esports

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PC Gamer

Microsoft's CEO insists that Xbox, 'at its best, lifts the entire company' and that it will 'always' invest in gaming

The future looks green?

PC Gamer

The next Xbox is codenamed Project Helix, and it will 'play your Xbox and PC games'

New Microsoft Gaming chief Asha Sharma says she's looking forward to talking more about the next Xbox console "with partners and studios" at GDC next week.

PC Gamer

Microsoft's execs can't stop hooting and hollering about AI, but Xbox's new overlords promise 'We've got no pressure' from up top that would 'flood our ecosystem with slop'

I'm relieved. Are you relieved? I'm relieved.

Windows Central

Ex-Microsoft gaming VP isn't worried new Xbox CEO Asha Sharma doesn't have a gaming background — "I think that’s going to be okay ... that can work fine."

Ed Fries, Microsoft's former game publishing VP, says it's okay that the new Xbox CEO Asha Sharma doesn't have gaming experience. Here's why.

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Windows Central

Microsoft's new Xbox CEO Asha Sharma celebrates Phil Spencer's legacy — "A lot of careers get summed up by milestones. Phil’s impact shows up in stories."

With Microsoft Gaming CEO and Xbox head Phil Spencer retiring and Asha Sharma taking his place, she took to social media to celebrate Spencer's legacy.

TechRadar

Goodbye Xbox? Xbox co-creator suggests Microsoft Gaming will be 'sunsetted' under new CEO as the company pivots to pushing AI — 'The job of all these people is to just gently usher all of these business units into the new world of AI'

The original Xbox console designer, Seamus Blackley, says Microsoft will eventually sunset its gaming business following the retirement of Xbox Gaming CEO Phil Spencer and the replacement of CoreAI division executive Asha Sharma.

PC Gamer

'Father of the Xbox' predicts the end following Phil Spencer's exit: The new CEO will be 'a palliative care doctor who slides Xbox gently into the night'

Seamus Blackley says Microsoft's focus is on AI, and all else will be subsumed into it.

TechRadar

'We will not...flood our ecosystem with soulless AI slop,' new Xbox chief promises Xbox fans

Xbox chief Phil Spencer is leaving Microsoft, and Asha Sharma is the new lead and promises a renewed committment ot Xbox and not so much AI.

Windows Central

Former Xbox director Larry Hryb 'Major Nelson' has advice for the new Microsoft Gaming CEO Asha Sharma — and what he said is absolutely right

Asha Sharma has replaced Phil Spencer Microsoft Gaming's CEO, and former Xbox director Larry "Major Nelson" Hryb has shared some advice for her.

The Times of India

Meet Asha Sharma: Indian-origin executive named CEO of Microsoft Gaming

Microsoft has appointed Asha Sharma as the new CEO of its gaming division, succeeding Phil Spencer. Sharma, with a background in AI and platform leadership, aims to refocus on Xbox's core audience amidst industry challenges like slowing revenue and intense competition. This significant leadership shift signals a strategic reset for…

PC Gamer

If Xbox is 'recommitting' to its console, what does that mean for its recent 'everything is an Xbox' strategy?

Divining meaning from the words of Microsoft Gaming's new CEO.

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