Microsoft Gaming has ceased to exist, long live Xbox.

      A return to a gamer-centric identity.

      Microsoft has recently reset its gaming identity, reverting to a more fundamental approach. The term "Microsoft Gaming" has been discarded, and Xbox now takes precedence in all aspects.

      Why is Microsoft moving away from “Microsoft Gaming” in favor of Xbox?

      In a recent internal restructuring, Microsoft has rebranded its entire gaming division back to Xbox, completely phasing out the "Microsoft Gaming" label.

      This isn’t merely a superficial change. The new CEO, Asha Sharma, has emphasized that “Xbox needs to be the identity,” indicating a shift from a broader, corporate-sounding brand to a more focused and identifiable one.

      The “Microsoft Gaming” name was adopted during the acquisition of Activision Blizzard under Phil Spencer, as the company attempted to frame gaming as a larger business unit. Now, this transition points to a renewed emphasis on a gamer-first identity, with Xbox steering the narrative once more.

      What does “We Are Xbox” signify for the future?

      In conjunction with the rebranding, Microsoft has established a new internal direction centered around the message “We Are Xbox.” The focus has shifted toward core aspects such as hardware, content, services, and player experience.

      There is also a distinct change in how success is evaluated. Rather than solely concentrating on sales or subscriptions, the company is now focusing on daily active users, indicating a greater emphasis on engagement rather than just numbers.

      Additionally, Xbox is reassessing its strategy regarding exclusivity, cloud gaming, and AI integration. The aim appears to be creating a more adaptable ecosystem that operates seamlessly across console, PC, mobile, and cloud, rather than confining players to a single platform.

      While this may seem like a straightforward rebranding, it feels more like a reset. With next-gen hardware approaching, Microsoft is consolidating its identity around Xbox while enhancing its focus on cloud, cross-platform play, and user engagement. Ultimately, it’s less about changing the name and more about reverting to a successful approach.

      Varun is a seasoned technology journalist and editor, with over eight years of experience in the consumer tech media realm. His work encompasses…

      Xbox Game Pass could become more affordable through a Discord partnership.

      Discord Nitro is enhancing its offerings.

      Xbox Game Pass may soon become more accessible, with Discord potentially playing a significant role in facilitating this change. Earlier this week, the company hinted at a new partnership between Discord and Xbox Game Pass. Asha Sharma, CEO of Microsoft Gaming, stated that the two companies are collaborating to “continue making Game Pass more flexible for our players,” suggesting that some users might notice code hinting at changes before an official announcement.

      Control Ultimate Edition has debuted on iPhone and iPad, and I highly recommend it.

      Fine, I’ll play Control once more.

      A new AAA game has just launched on iPhone and iPad, making it one of the finest titles to reach Apple devices. Control Ultimate Edition is now available on the App Store, bringing Remedy's supernatural action game to iPadOS and iOS as a universal purchase, complete with support for touch controls and external controllers. Remedy has ensured that the iOS version is specifically tailored for mobile, with adjustments to the UI, aiming, and puzzles, enhancing the gaming experience on smaller screens rather than simply being a hasty port.

      Monitors have evolved beyond simple upgrades. Here’s what’s changing.

      From groundbreaking OLED technology to extreme refresh rates and 6K displays, the latest advancements are transforming what contemporary monitors can achieve.

      For a long time, monitor development followed a predictable trend, with resolutions improving, refresh rates rising, and panel technologies advancing steadily. Upgrades felt like incremental changes rather than revolutionary ones. That trend is now beginning to change.