Microsoft Gaming has adopted the Xbox branding once again as part of its updated mission statement

Under its refreshed leadership, Microsoft Gaming is set to rebrand back to Xbox, outlining a bold new mission shared internally with employees.

After acquiring Activision Blizzard in January 2022, the company transitioned to the Microsoft Gaming name.

A memo by CEO Asha Sharma and CCO Matt Booty on Xbox Wire highlighted that Microsoft Gaming encapsulates their organizational framework but not their goals.

Sharma and Booty emphasized that Xbox's renewed focus will be on daily engagement metrics while upgrading hardware, content, and user experiences.

The console remains a pivotal element of Xbox's strategic vision, with intentions to make it economical, user-centric, and accessible.

As articulated by the executives, "Our past strategies will not necessarily propel us further," prompting a reassessment of content exclusivity and AI initiatives.

Plans include penetrating the Chinese market and catering to mobile-oriented consumers while enhancing the existing footprint in live gaming and stewardship.

By reinforcing Game Pass through a financially viable model, Xbox seeks consistent growth and financial prudence.

Enhancing platforms such as Minecraft and Sea of Thieves will enable better user personalization and community interaction.

Recently, Xbox modified its Game Pass pricing and removed Call of Duty from its debut lineup, responding to extensive user feedback.

According to internal communications from Sharma, the Game Pass service had become overly expensive for customers.

Game Pass Ultimate saw a price reduction from $29.99 to $22.99 monthly, while the PC variant decreased from $16.49 to $13.99.

This does not entirely offset the 50% price hike from October 2025, detailed here.

In recent developments, Xbox revealed its forthcoming console, Project Helix, emphasizing its capacity to provide a premier gaming experience, powered by a strategic alliance with AMD.

Jason Ronald, Vice President for Xbox's next-gen systems, described the device as designed to achieve top-tier performance, supported by the long-term relationship with AMD.