Trending Now - Xbox Aims for Revival by Leveraging Gamers' Nostalgia
WHO:
Techmeme - Asha Sharma is the CEO of Xbox, and Matt Booty is the chief content officer of Xbox.
Gizmodo - Phil Spencer was the previous leader of Xbox.
WHAT:
Gizmodo - Asha Sharma stated, “We are investing in [Xbox Series S/X] as a first-class experience again, and we want to make sure that all the players who want to be on Gen 9 are on Gen 9 with a great console with regular updates.”
Gizmodo - The Xbox Series X is now cost-equivalent to the PlayStation 5 after recent price hikes.
WBRC - Asha Sharma wrote in an open letter, “Microsoft Gaming describes our structure but it does not describe our ambition. So, we are going back to where we started and changing our team’s name. We are Xbox."
WBRC - The new Xbox logo returns to the trademark green associated with Xbox since its launch in 2001.
WBRC - Xbox aims to be “affordable, personal, and open,” with flexible pricing to make it easy for players to get started and keep playing.
Gizmodo - Xbox published an internal memo revealing that the "Microsoft Gaming" brand is now simply "Xbox" again.
Gizmodo - The Xbox Series X now starts at $600 for the digital edition, which is $150 more than it did in 2020.
Gizmodo - Xbox plans to implement biweekly updates for the Xbox Series S/X consoles until the end of the year.
Gizmodo - A lower-cost Xbox Game Pass Ultimate subscription has been introduced, which has received praise from gamers.
WHERE:
Gizmodo - The changes and announcements are related to Xbox, a brand under Microsoft.
WHEN:
Gizmodo - Project Helix is anticipated to launch in 2027.
Gizmodo - Biweekly updates for the Xbox Series S/X consoles will continue until the end of the year.
WHY:
Gizmodo - Xbox aims to regain gamers who have left the platform due to previous leadership's focus on game subscriptions.
Gizmodo - Asha Sharma stated the goal is to make Xbox Series S/X a "first-class experience again" to attract players back to the Gen 9 consoles.
HOW:
Gizmodo - Xbox is focusing on nostalgia by redesigning the Xbox logo to evoke memories of the original Halo Xbox console.
Gizmodo - The company is conducting internal cost/benefit analyses on console exclusivity to drive growth and profitability.
(UPDATED April 26, 2026 13:16 UTC)
Microsoft Gaming is making a significant shift by rebranding itself simply as Xbox, as stated by Asha Sharma in an open letter. The company is also reaffirming its commitment to the Xbox Series S and X as top-tier gaming experiences, emphasizing regular updates and affordability for players. In addition, the Xbox Series X has reached a price point that is now equivalent to the PlayStation 5, and the new logo proudly returns to the trademark green that has represented Xbox since its inception in 2001.
--
(UPDATED April 26, 2026 09:17 UTC)
In a significant shift, Xbox has announced that the "Microsoft Gaming" brand will revert to simply "Xbox," with Asha Sharma now serving as CEO and Matt Booty as chief content officer. The Xbox Series X digital edition will start at $600, marking a $150 increase since 2020, and the company plans to roll out biweekly updates for the Series S/X consoles until the end of the year, while also introducing a lower-cost Xbox Game Pass Ultimate subscription that has been well-received by gamers. Looking ahead, Project Helix is set to launch in 2027, as Xbox aims to enhance the gaming experience and win back players who have drifted away during previous leadership's focus on subscriptions.