According to reports, Microsoft Gaming is a temporary rebrand established by Xbox at the legal level to facilitate the acquisition of Activision Blizzard. In the latest episode of the "Xbox Two" podcast, co-host and well-known Xbox industry insider Jez Corden mentioned that the Microsoft game brand identity is not part of the long-term brand plan, but a temporary legal rebrand specifically set up by Microsoft to promote this industry-focused acquisition of Activision Blizzard.
Corden said that the Microsoft game brand "no longer exists" and the relevant internal structure has returned to the Xbox brand system that is more familiar to the public. He mentioned that employees have re-enabled their work email addresses on the Xbox domain. "We are Xbox now," he said, calling the move a return to the brand's original positioning. "This business unit is Xbox. We are no longer Microsoft Games. Thank God. Although this is only a small change, it still has a special meaning."
A source revealed to Corden that the Microsoft game brand is "a temporary legal product they set up specifically to facilitate the Activision Blizzard acquisition." Although he did not disclose specific details, he said that this structure played a role in legal affairs, most likely during the advancement of one of the largest acquisitions in the history of the gaming industry, providing support for regulatory approval, organizational structure sorting, and transaction compliance clarification.
Although the exposure of Microsoft’s game brand to the public is not high, Corden still called its quiet exit a “small move” and said it carries a special symbolic meaning, especially after undergoing leadership changes and large-scale corporate structure adjustments, Xbox is entering a new stage of development.
Corden predicts that 2026 will be a fruitful year for Xbox. "They have a game expo, a number of blockbuster titles called the 'Four Horsemen,' and a grand BlizzCon coming soon. 'Grand Theft Auto 6' will also be online this year. This is destined to be a pivotal year, with huge development potential. The question is It depends on whether they can implement it. This exhibition itself is crucial, especially since this year marks the 25th anniversary of the Xbox brand. This is also the first time that Asha has officially led this exhibition. "