Microsoft Studios rebrands to Xbox Game Studios

New name aims to coalesce everything Microsoft gaming under Xbox label

During today's Inside Xbox livestream, corporate VP of Microsoft Studios Matt Booty announced that Microsoft Studios under its current name was no more. Rather, the company's collective development studios will now be known as Xbox Game Studios.

The move is largely a rebrand and does not change the position of the 13 studios that comprise what is now called Xbox Game Studios: 343 Industries, The Coalition, Compulsion Games, The Initiative, inXile Entertainment, Minecraft, Ninja Theory, Obsidian Entertainment, Playground Games, Rare, Turn 10 Studios, Undead Labs, and Xbox Global Publishing.

Rather, Booty said the change was intended to bring all things gaming at Microsoft under the Xbox branding - including PC and mobile endeavors.

"At Xbox, we believe when everyone plays, we all win," Booty said during the stream, "It's why we're passionate about building a portfolio of games for players across console, PC, and mobile. As we've expanded our focus beyond the console, the Xbox brand has also evolved from its original roots. Today, Xbox is our gaming brand across all devices, no matter how or where you want to play, or who you want to play with."

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Latest comments (1)

This is an odd one for me, I always thought that the goal of the Xbox branch was to push Microsoft's name inside the living room. With this, they move the Microsoft name away from Xbox and nullify any chance of putting Microsoft in the heads of people when they think of gaming. The effect may be even greater in the third world, in Brazil where the 360 was the king of the last generation few knew that their consoles were provided by the same company that made their computers run, now this reality will be "kept a secret" from the new generation, held only by those few who follow the game industry.
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