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By 
published a memo sent to Xbox staff today, revealing a company name change from “Microsoft Gaming” to simply “Xbox,” and outlining the brand’s future strategy centered on expanding the player base, unifying the experience across platforms, and strengthening hardware, content, and services.
Get the full message below.
Dear team,
Xbox has always been different.
We started with a simple idea. Games should bring people together through shared experiences. That led to the first Xbox in 2001, Xbox Live in 2002, and new ways to connect, from friends lists and achievements to parties and play across devices. Today, Xbox reaches over 500 million players around the world, with some of the most important franchises in entertainment.
From the beginning, Xbox was built by people willing to try things that others wouldn’t. We placed a consumer bet inside an enterprise company because we believed gaming would define the living room, and we were at risk of missing it.
That spirit has carried us through the last 25 years, and it is required to carry us forward.
■ We Have Work to Do
Players are frustrated.
New feature drops on console have been less frequent. Our presence on Hardware
- Stabilize Gen9 as a healthy and high-quality base
- Deliver Content
- Grow and extend an enduring portfolio of franchises players love
- Evolve our third-party partnerships and strengthen our five-year slate
- Expand into China, emerging markets, and mobile-first audiences
- Maintain and grow in live games and long-term stewardship
- Elevate creator-centric platforms like Minecraft, The Elder Scrolls, and Services
- Fortify Game Pass with clear differentiation and sustainable economics
- Return the business to durable growth with strong cost discipline
- Make cloud play feel native, fast, and reliable across TVs and low-cost devices
- Use M&A deliberately to accelerate growth where organic paths are too slow
Along the way, we will reevaluate our approach to exclusivity, windowing, and AI, and share more as we learn and decide.
■ We Are Xbox
To achieve our master plan, the way we work must transform.
Our best work happens when the full stack moves together. “Microsoft Gaming” describes our structure but it does not describe our ambition. So, we are going back to where we started and changing our team’s name.
We are Xbox.
We are a high agency culture where wild and wonderful ideas thrive. Our job is not to smooth over our differences, but to connect everyone into something greater than any one studio or product.
We have to be honest about where we are. We’re a challenger, and meeting this moment will require pace, energy, and a level of self-critique that should feel uncomfortable. At our best we:
- 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
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. 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.
With gratitude,
Matt and Asha
