Gaming Bolt
Published
·
Microsoft Gaming Rebrands to Xbox, Aims to “Lead in Performance” With Project Helix
Microsoft Gaming has officially rebranded back to Xbox, with CEO Asha Sharma and chief content officer Matt Booty emphasizing a culture of ambition and self-critique. The division aims to "lead in performance" with Project Helix, which will support both console and PC games, while also focusing on stabilizing the current generation and expanding its ecosystem. Priorities include growing franchise portfolios, evolving third-party partnerships, and exploring emerging markets and mobile audiences.
▸ entities in this article