…2 VIEW GALLERY - 2 IMAGES Microsoft is resurrecting exclusivity to help spark interest in Xbox consoles. It's all part of Xbox CEO Asha Sharma's plan to reset the brand, and…
…2 VIEW GALLERY - 2 IMAGES The final form of the Xbox brand is almost here. Project Helix represents a plan that's been more than a decade in the making ; unifying Windows…
…If that approach does change, it would mark a drastic shift in philosophy for Xbox - and one in line with the significance of ditching its "This is an Xbox" approach to getting…
…2 VIEW GALLERY - 2 IMAGES Microsoft seeks to transform the Xbox brand in a new kind of modern revitalization of gaming. The company has made big moves like pulling Call of Duty…
…Soon, pricing and brand changes were already taking effect. Now, even more changes are hitting the leadership team at Xbox, as Sharma is bringing over big names from the CoreAI team. At…
…Regardless, we're certainly at an interesting juncture for Xbox 's future. Hopefully, the brand will be able to find a way forward that addresses some long-running issues without introducing more…
…Since 2024, James has shifted his complete focus to covering gaming news. Sign in to your GameRant account The ROG Xbox Ally has a new addition coming soon, as Asus and Microsoft…
When I covered the official name of the new Xbox from Microsoft, I poked a bit of gentle fun at the company for the odd shift from Xbox One to Xbox Series…
…Sharma has spent her time at the front of the Xbox pecking order trying to get the brand back on track. Ultimately she landed on pulling an HBO shortly after Microsoft threw…
…Where's the Xbox Series X|S stock and retail presence? Where's the actual Xbox product marketing? Where's regional and global product marketing? Xbox branding should show up on every…
