Microsoft's gaming brand Xbox may be globally recognized as one of the largest in the industry today, but in the early 2000s, it was in its infancy, and going up against stiff competition like Sony's PlayStation 2 and Nintendo's GameCube.
Following the strong launch of the original Xbox console, Microsoft wanted to ensure the brand was very distinct from the rest of the company — both to make it more attractive to consumers, and to distance it from antitrust challenges the firm was facing at the time.
