Microsoft Gaming Rebrands to Xbox, Aims to “Lead in Performance” With Project Helix

The team explains that while ‘Microsoft Gaming’ accurately reflects how they’re organized, it doesn’t capture their goals. They’re returning to their roots and rebranding as simply ‘Xbox.’ They aim to foster a dynamic and innovative environment where bold ideas are encouraged. Their focus isn’t on minimizing differences, but on uniting everyone to create something bigger than individual studios or products.








