Xbox has gone through a tumultuous period these past few years, rarely enjoying a high while being burdened with many lows. But it seems like the new leadership at Microsoft Gaming — the division that runs Xbox — is pivoting to a back-to-basics approach to fix the damage. In a new open letter titled "We are Xbox," chiefs Asha Sharma and Matt Booty have announced that Microsoft Gaming is rebranding to simply Xbox.
The letter goes over the past, present, and future of Xbox, while addressing the things that went wrong. The first subsection is called "We have work to do," and goes over the lack of feature drops on console and how pricing is getting harder to keep up with. Just yesterday, Game Pass prices were slashed for some tiers, showing us what this new strategy to regain trust looks like. Previously, the "This is an Xbox" campaign was killed off to streamline the brand as well.
