Xbox is back as Asha Sharma scraps Microsoft Gaming in favor of the 'Return to Xbox' initiative
… We are Xbox." Yet another popular move from Xbox This rebranding coincides with a massive overhaul of the Xbox Game Pass service. …
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Xbox reveals new boot-up sound for the first time in years, releases next week
… Early reactions online have compared the new sound and visual style to older Xbox eras, particularly the more stylized branding associated with the Xbox 360 generation. …
You can now choose which games use Quick Resume on Xbox - Engadget
… This more frequent pattern of software updates is reportedly a deliberate effort under new Xbox CEO Asha Sharma to "recommit" to the Xbox and reevaluate the gaming brand's strategy. …
Microsoft's new Xbox CSO Matthew Ball is focused on "reviving stored franchises" to elevate the brand
… These include the "widely respected" and well-known game industry analyst Matthew Ball as Xbox's new chief strategy officer, Microsoft's chief vice president of Azure OpenAI and AI infrastructure Scott Van Vliet as chief technology officer, and Chris Schnakenberg as corporate vice president of part… …
Halo Infinite officially mounts comeback in 2026 with surprise new update
… Infinite receiving a new mode at all, a full six months after major updates supposedly ended, is a sign Halo Infinite really is going to infinity. …
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. At the core of this new strategy is affordability, a word that continues to dominate conversations across the industry. …
Xbox Reveals First Showcase Since Phil Spencer's Retirement
… The Xbox Partner Preview will have updates on games like The Expanse: Osiris Reborn, but also reveals for unannounced games. …
Xbox Renames Social Media Branding After Fan Vote
… The black logo features translucent neon green branding reminiscent of the original Xbox. …
Jobs Roundup: March 2026 | Lori Wright and Haiyan Zhang leave Microsoft Gaming
… Before joining Netflix, Huot was SVP of global gaming strategy at advertising agency Dentsu. She joined Dentsu in 2023 as VP of global gaming strategy. …
Sorry Console Exclusives, I Didn't Mean All The Awful Things I Said About You
… Now, it seems that strategy might wind up changing once the likes of Halo: Campaign Evolved and Fable , whose deals were secured under Spencer’s reign, are squared away. With Asha Sharma and Matt Booty now leading a rebranding of Xbox, they seem to understand the value that exclusive titles hold. …