Xbox shows off new console boot up sequence as part of brand refresh Mustafa Mahmoud 7 hours ago Console , Featured Tech News , Software & Gaming , Tech News In the wake of Asha Sharma’s appointment as the new CEO of Xbox, we’ve seen the console maker rather quickly pivot away from its previous bra… …
… It's also using the message " We Are Xbox " to bring all parts of the division together under one identity.
… The future of Xbox is unclear, but the console brand is determined to make a comeback. …
… Read more : Microsoft to invest more into Xbox than ever before, new CEO Asha Sharma tells employees Read more : New Xbox CEO looking at 'lifetime value' of the brand, is focused on the long road approach Read more : Microsoft's new Xbox boss says 'soulless AI slop' has no place in its ecosystem "X… …
… Since taking over earlier this year, Sharma has overseen sweeping changes across the division , including the return to the " We Are Xbox " branding, Project Helix announcements, Game Pass pricing changes, and a renewed focus on console identity after a tragic marketing campaign that left Xbox fans… …
… The company is dropping the Microsoft Gaming identity and returning fully to Xbox branding, while outlining a vision that spans console, PC, cloud, and mobile as a single connected ecosystem. …
… We are Xbox." Yet another popular move from Xbox This rebranding coincides with a massive overhaul of the Xbox Game Pass service. …
… This has left former Microsoft CoreAI product head Asha Sharma in charge of the gaming giant, which has struggled with its identity in recent years. Already, Sharma has lowered the price of Xbox Game Pass and has taken steps to rebuild Xbox’s identity. …
… 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. …
… Scott Duwe Senior Staff Writer | Apr 23, 2026 2:47 pm Image via Xbox A new statement from Xbox leadership is pledging a re-focus on the big gaming brand itself, and that means a “rebrand” back to where it started. …
