Microsoft Kills ‘Microsoft Gaming’ Label, Returns to Classic ‘Xbox’ Identity

Microsoft is officially hitting the reset button on its gaming division. Following a turbulent few months of restructuring and Game Pass adjustments, newly appointed Xbox CEO Asha Sharma and Chief Content Officer Matt Booty have issued a company-wide memo titled “We Are Xbox,” outlining a massive shift in corporate identity and future strategy.

This is another part of the massive shake-ups that Sharma is doing in her first months as the head of the table for Xbox, with her also announcing price drops for Xbox as of yesterday.

Going Back to Green

We Are Xbox pic.twitter.com/tJs10kGLwn

— Xbox (@Xbox) April 23, 2026

To signify the fresh start, Xbox is returning to its roots visually. The brand has unveiled a refreshed, glossy, neon-green logo with a glass-like finish, effectively ditching the flat, sterile white aesthetic that defined the previous era. The new neon logo has reportedly already plastered the walls of the Xbox campus alongside slogans like “future of play” and is featured heavily in internal documents for the upcoming next-gen console, Project Helix.

A New ‘North Star’ Strategy

The rebrand isn’t just cosmetic; Sharma and Booty didn’t sugarcoat the platform’s current struggles. The memo openly acknowledged player frustration regarding slow console updates, a fragmented user interface, and a weak PC presence. To combat this, Xbox is shifting its core performance metric. Rather than focusing primarily on hardware sales, the company’s new “North Star” is daily active players.

The leadership team laid out four strategic priorities for the new Xbox ecosystem: hardware, content, experience, and services. As part of this challenger-brand mentality, Xbox will continue to reevaluate its approach to exclusive games and windowed releases, signaling that their multiplatform experiments (like porting existing titles to PlayStation) are likely here to stay.

Whether this nostalgic coat of neon green paint and renewed focus on the player ecosystem will win back the community remains to be seen, but Xbox is clearly gearing up for a massive summer showcase.