‘We are Xbox’: New leadership further pledges to bring brand back to its previous glory

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. Microsoft Gaming will henceforth be known again as Xbox, according to CEO Asha Sharma and head of Chief Content Officer Matt Booty. A new, lengthy statement released today by the duo veered away from previous "This is an Xbox" marketing and instead promised a pseudo-set of 10 ideals the company will focus on. Image via Xbox "Xbox will be where the world plays and creates," the statement said. "We will build a global platform that connects players and creators everywhere. Console is at the foundation, delivering a premium experience, and cloud brings that experience to any device. You can play where you want, and your games, progress, friends, and identity stay with you across console, PC, mobile, and cloud." The 10 steps highlighted by Xbox are as follows:Earn every player Protect our art Stay rebellious Progress over perfection Signal over ceremonyCore before moreOutwork the problem Speed is learningMakers over managersClarity is kindness "Xbox will be built to be affordable, personal, and open," they said. "We will offer flexible pricing so it’s easy to get started and keep playing. The experience will adapt to you, letting you customize how you play, helping you find what you’ll love, and connecting you with the right people. And we will be open to all creators, from individuals to the largest studios, giving anyone the tools to reach a global audience and keep their games growing over time." It's been a whiplash-like first two months for Sharma after taking over as Xbox CEO from Phil Spencer, who was in the role for years after spending decades with Microsoft. But this statement reads like a very self-aware reflection as much as PR speak for what the team is planning on doing moving forward, including calling the brand "a challenger" in the industry now, "and meeting this moment will require pace, energy, and a level of self-critique that should feel uncomfortable." The leadership duo said that Xbox's "new north star will be daily active players," and this will be driven by growth and focus on hardware (with Project Helix on the way), content, the player experience, and services like Game Pass. Image via Xbox "Over the last five years, Xbox and the industry have been through an unimaginable amount of change, and this team has continued to deliver through it for our community," they said. "Thank you for staying focused on what matters. 62 days in, we’re proud of how we’ve honored our commitments of great games, return of Xbox, and future of play. We’re here to do the most creative and courageous work of our lives, and that’s what we’ll do together." You can read the full statement on the Xbox website. The post ‘We are Xbox’: New leadership further pledges to bring brand back to its previous glory appeared first on Destructoid.

Apr 24, 2026 - 04:13

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.

Microsoft Gaming will henceforth be known again as Xbox, according to CEO Asha Sharma and head of Chief Content Officer Matt Booty. A new, lengthy statement released today by the duo veered away from previous "This is an Xbox" marketing and instead promised a pseudo-set of 10 ideals the company will focus on.

Image via Xbox "Xbox will be where the world plays and creates," the statement said. "We will build a global platform that connects players and creators everywhere. Console is at the foundation, delivering a premium experience, and cloud brings that experience to any device. You can play where you want, and your games, progress, friends, and identity stay with you across console, PC, mobile, and cloud."

The 10 steps highlighted by Xbox are as follows:

Earn every player
Protect our art
Stay rebellious
Progress over perfection
Signal over ceremony
Core before more
Outwork the problem
Speed is learning
Makers over managers
Clarity is kindness

"Xbox will be built to be affordable, personal, and open," they said. "We will offer flexible pricing so it’s easy to get started and keep playing. The experience will adapt to you, letting you customize how you play, helping you find what you’ll love, and connecting you with the right people. And we will be open to all creators, from individuals to the largest studios, giving anyone the tools to reach a global audience and keep their games growing over time."

It's been a whiplash-like first two months for Sharma after taking over as Xbox CEO from Phil Spencer, who was in the role for years after spending decades with Microsoft. But this statement reads like a very self-aware reflection as much as PR speak for what the team is planning on doing moving forward, including calling the brand "a challenger" in the industry now, "and meeting this moment will require pace, energy, and a level of self-critique that should feel uncomfortable."

The leadership duo said that Xbox's "new north star will be daily active players," and this will be driven by growth and focus on hardware (with Project Helix on the way), content, the player experience, and services like Game Pass.

Image via Xbox "Over the last five years, Xbox and the industry have been through an unimaginable amount of change, and this team has continued to deliver through it for our community," they said. "Thank you for staying focused on what matters. 62 days in, we’re proud of how we’ve honored our commitments of great games, return of Xbox, and future of play. We’re here to do the most creative and courageous work of our lives, and that’s what we’ll do together."

You can read the full statement on the Xbox website.

The post ‘We are Xbox’: New leadership further pledges to bring brand back to its previous glory appeared first on Destructoid.

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