Xbox Unveils New Era: Revamped Brand, Exclusive Games, and Global Expansion Plans

By: Anton Kratiuk | today, 13:20

There are big changes happening in Microsoft's gaming division. Shortly after the new head of Xbox Asha Sharma announced a price reduction for Xbox Game Pass and the exclusion of new Call of Duty parts from the subscription, she, together with Xbox's Vice President and Content Director Matt Booty, published a letter revealing the company's new strategy.

External Changes

Sharma announced that the division is returning to its roots in every sense, so Microsoft Gaming is being renamed back to Xbox — this should help better position the brand.

The company slightly updated the logo, it received more green and references the “golden age” of Xbox.

To implement our main plan, we need to change our approach to work. The best results are achieved when the entire system moves as one. The name Microsoft Gaming reflects our structure but does not convey our ambitions. Therefore, we return to our roots and change the team's name. We are Xbox.

Not Just Publishing

The company does not want to become just a publisher for multi-platform releases of its games and projects from third-party developers and is returning to creating exclusives — no details on this yet, but it is unlikely that the games will only be released on Xbox consoles. Most likely, they will also appear on PC, while competitor platforms will either be completely ignored or titles will appear there significantly later after release.

Xbox Priorities

Asha Sharma stated that some decisions of the previous management will be reviewed, and the further development of Xbox will take into account negative experiences. The company will increase the brand's presence in the PC market and adjust the pricing of its games and services to make them more accessible.

One of the main tasks is to expand the Xbox Game Pass audience and create a clear structure so that users always know how much they will pay and for what.

The company is also betting heavily on the next-generation console Xbox Project Helix and mobile gaming, especially in regions where Xbox is not widely popular (China).

Xbox aims to create a global platform that will unite players and developers worldwide. Consoles with a premium gaming experience will remain the ecosystem's foundation, while cloud technologies will allow games to run on any devices. Users will be able to play wherever convenient — while retaining access to games, progress, friends, and profiles on consoles, PCs, mobile devices, and in the cloud.

Xbox will be built around three principles: accessibility, personalization, and openness. We plan to implement a flexible pricing model to simplify entry for new users. The system will adapt to the player: offering relevant content, providing more customization options, and helping find like-minded individuals. The platform will remain open to all developers — from independent authors to the largest studios — providing them with tools to reach a global audience and for long-term project development.

In the letter from Asha Sharma and Matt Booty, four directions are mentioned that will become the main ones for Xbox development: “hardware”, content, user experience, and services.

Hardware

  • Strengthening the current generation of consoles;
  • development of the Xbox Project Helix project;
  • creation of convenient accessories;
  • expansion of device ecosystems and choice options.

Content

  • Development and expansion of popular gaming franchises;
  • strengthening partnerships with third-party publishers;
  • entering new markets, including China and the mobile audience;
  • support of game-services and long-term project development;
  • enhancing platforms for creativity, such as Minecraft, The Elder Scrolls, and Sea of Thieves.

User Experience

  • Improving basic Xbox functions for players and partners;
  • transforming Xbox into the best platform for developers;
  • redesigning the recommendation, personalization, and social features system.

Services

  • Strengthening Game Pass with clear positioning and a sustainable model;
  • returning to stable business growth with strict cost control;
  • developing cloud gaming with a focus on speed and stability;
  • using deals and acquisitions to accelerate growth.

Source: Xbox Wire