Microsoft Gaming returns to Xbox

The rebranding of Microsoft's gaming business marks a definitive end to the corporate-heavy 'Microsoft Gaming' era established four years ago.

CEO Asha Sharma and Chief Content Officer Matt Booty told employees that the move is part of a plan to 'fix the fundamentals' and better align with player expectations.

The new leadership is also reevaluating the role of exclusive titles, hinting that more flagship games could eventually arrive on rival consoles like the PlayStation 5.

This strategic pivot comes as the company faces pressure to justify its multi-billion dollar investments in AI and cloud gaming infrastructure.