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Demi Williams

'They're building real momentum and player trust' — This former Xbox exec is a big fan of recent rebrand

X Xbox Laura Fryer Asha Sharma Microsoft Game Studios

Gears of war 3 key art.

Former Xbox executive Laura Fryer says the company is "making some small and smart moves to start winning back fans"
Fryer says Xbox CEO Asha Sharma's decision to rebrand the company name to all caps was one of them
She adds that "At the end of the day, if you want players and your team to care deeply, give them real ways to feel invested"

Former Microsoft Game Studios executive producer Laura Fryer thinks Xbox CEO Asha Sharma's decision to rebrand to 'XBOX' was a "smart" move.

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