Microsoft Gaming Was Just a Temporary Brand, Internal Structure Has Returned to Xbox
Reports indicate that Microsoft Gaming was a temporary rebranding by Xbox to facilitate the Activision Blizzard acquisition, established for legal purposes. Jez Corden, a well-known Xbox insider, mentioned in the latest episode of the "XboxTwo" podcast that the Microsoft Gaming brand was never part of long-term brand planning, but a temporary legal rebranding specifically created to push through the high-profile Activision Blizzard acquisition.
Corden stated that the Microsoft Gaming brand "no longer exists," and the related internal structure has returned to the more familiar Xbox brand system. He mentioned that employees have reactivated their work email addresses with the Xbox domain. "We are Xbox now," he said, calling the move a return to the brand's original positioning, "This division is Xbox. We are no longer Microsoft Gaming. Thank goodness. It's just a small change, but it's still special."
Sources told Corden that the Microsoft Gaming brand was a "temporary legal product they created specifically to facilitate the Activision Blizzard acquisition." Although he did not disclose specific details, he said that this structure played a role in legal matters, likely providing support for regulatory approvals, organizational structure streamlining, and transaction compliance during the advancement of one of the largest acquisitions in gaming history.
Although the Microsoft Gaming brand had limited public exposure, Corden still described its quiet departure as a "small move" that carries special symbolic significance, especially after leadership changes and large-scale corporate restructuring, as Xbox enters a new stage of development.
Corden predicts that 2026 will be a fruitful year for Xbox. "They have a game show, several heavyweight titles dubbed the 'Four Horsemen,' and a grand BlizzCon coming up. *Grand Theft Auto 6* will also launch this year. It's destined to be a pivotal year with huge potential. The question is whether they can deliver on all of this. The show itself is crucial, especially as it coincides with the 25th anniversary of the Xbox brand. This is also Asha’s first official time leading the show, and they have a lot of room to maneuver."