Xbox is back: changes under Asha Sharma

In April 2026, Microsoft took a major step by finally tossing the name "Microsoft Gaming" into the bin. The company has said its gaming division will once again be known simply as "Xbox." The move comes after a period of leadership changes and strategic reassessment.

Leadership changes and Xbox’s return

Asha Sharma was recently appointed as the new CEO of Xbox, taking over from Phil Spencer, who had led Microsoft Gaming for more than a decade. Spencer’s departure, along with the unexpected exit of his expected successor, Sarah Bond, marks a new era for the company. Sharma’s vision is focused on restoring Xbox’s identity, a priority she has already begun putting into action during her first months in the role.

Sharma reportedly told an internal meeting that the name "Microsoft Gaming" did not match the gaming division’s original identity. After just a few months on the job, she has already won over some Xbox fans by making several changes, including a price cut for Xbox Game Pass Ultimate.

Restructuring the Xbox brand identity

The decision to bring back the Xbox brand is a response to the approach of recent years, when Microsoft Gaming was introduced in 2022 alongside the announcement of the $75.4 billion deal to buy Activision Blizzard. In the years since, Microsoft Gaming’s strategy has often been criticized, especially after a price increase for Game Pass Ultimate subscriptions. Sharma recently lowered the price from $30 to $22.99 per month.

The return of the Xbox brand also comes with new graphics at Microsoft’s headquarters, where "return of Xbox" and other motivational messages have been posted around the offices. A new Xbox logo is also being used in internal documents related to the upcoming Project Helix, a hybrid console that could represent the next generation of Xbox.

Strategic changes within Xbox Game Pass

One of the most notable changes under Asha Sharma’s leadership was the decision to alter the availability of new Call of Duty titles in Xbox Game Pass, with those games now arriving only one year after launch. The move was made to help lower the price of Game Pass, and the company is also exploring a possible reconfigured Game Pass subscription. With these changes, the company hopes to win back users who had previously walked away because of price hikes and a lack of exclusive games.

With these changes, Xbox hopes to make a strong return to its core audience and shift market momentum back in its favor. While Sharma’s time as CEO is still in its early stages, the first moves look promising and could signal a major shift in company culture and strategy.