Asha Sharma Revives Xbox: Moves Away from Microsoft Gaming Brand to Focus on ‘Xbox’

Update (23/04/2026): Shortly after the announcement of a significant development, an internal letter authored by CEO Asha Sharma and Chief Content Officer Matt Booty was published on the Xbox Wire blog. This letter not only confirmed the rebranding initiative and the retirement of the Microsoft Gaming label but also unveiled a strategic roadmap for the future of Xbox. For further details, read the full article here.

Original Report:

In a bold move, Asha Sharma, the newly appointed CEO of Microsoft Gaming, is shaking things up once again. Following her recent decision to lower the price of Xbox Game Pass Ultimate, Sharma has reportedly fulfilled her commitment to “return to Xbox”in terms of branding. According to a report from The Verge, the gaming division of Microsoft will revert to the more recognizable name: ‘Xbox.

During an internal meeting, Sharma articulated her vision by claiming that the Microsoft Gaming name strayed from the essence of what the brand should represent.“Xbox needs to be our identity, ”she remarked, as shared by sources familiar with the discussion. This indicates a strategic pivot back to a name that resonates deeply with gamers around the globe.

While this might appear to be a small change, it’s a return to a familiar identity that carries significant weight for the gaming community. The Xbox name evokes strong connections among players, and if Sharma aims to lead a successful rebranding, embracing this name is a pivotal step towards regaining player trust and enthusiasm.

Moreover, the rebranding will also introduce a refreshed logo for Xbox, moving away from the Project Helix emblem to a more traditional ‘X’ logo, which will feature a glossier appearance and a fresh shade of green.

Straight up. No stops.💚 pic.twitter.com/hTGpUwFyB3

— Stein (@steinekin) April 22, 2026

Although a name change and a new hue of green do not instantly remedy the challenges facing Xbox, they signify a willingness to implement substantial changes. Along with the recent drop in Game Pass Ultimate and PC Game Pass pricing, these adjustments demonstrate Sharma’s readiness to make bold decisions.

Even if these initiatives do not immediately catalyze a renaissance for Xbox, they reflect Sharma’s intent to revitalize the brand and restore a sense of confidence among its users. This marks a departure from previous phases where changes often suggested reasons for players to abandon the platform.

With time, we may look back on these transformations as critical moments not just for Xbox, but for the entire gaming industry. A thriving competitive landscape among major platform holders enhances the overall ecosystem, and fosters a scenario where gaming fans are truly served by multiple strong contenders vying for their allegiance.