Xbox hires for a major new comms role to "protect and elevate" the brand, pointing to a PR strategy shift
Xbox hires for a major new comms role to "protect and elevate" the brand, pointing to a PR strategy shift
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Xbox officially kills console's AI chatbot in another big shakeup
… As part of this shift, you’ll see us begin to retire features that don’t align with where we’re headed. …
Xbox's VP says its next-gen "Project Helix" hardware will be available as a first-party console
… The original claim from a leaker suggested Xbox wouldn’t sell its next-generation console directly to consumers, instead shifting to OEM-branded hardware from companies like ASUS or MSI. …
Microsoft abandons its Xbox Copilot plans
… As part of this shift, you’ll see us begin to retire features that don’t align with where we’re headed. …
3 sources covering this — show 2 more
Xbox hiring reputation manager to uplift gaming brand
… Read more : Xbox hiring new marketing managers following disastrous 'This is an Xbox' ad campaign Read more : Microsoft unveils plan for Project Helix and what fans can expect out the new Xbox Read more : Xbox executives Asha Sharma and Matt Booty outline their plans for the future of Game Pass Thi… …
"Team Green" returns: Xbox employees ditch @microsoft.com for new @xbox.com emails
… Now, the company is returning to Xbox branding across the board. …
Microsoft unveils plan for Project Helix and what fans can expect out the new Xbox
… But the bigger shift is philosophical. …
Microsoft Gaming officially changed back to Xbox as brand evolves under new CEO
… This shift includes reversing previous strategies, cutting costs, canceling projects, and planning increased investment to enhance Xbox content and brand reputation. …
Xbox startup sequence is changing next week, catch the new green look here
… A change to Xbox branding and fresh guidelines for its developers have also been revealed recently. …
Xbox pivots hard toward affordability and player choice in major 2026 reset
… Alongside Matt Booty, Sharma confirmed that Microsoft Gaming branding is being dropped in favor of a renewed focus on Xbox, signaling a shift back to identity and clarity. …