"The branding for Xbox PC has been adjusted to 'Xbox on PC,' a change that offers more clarity and coherence."
In a significant move to clarify its presence in the PC gaming world, Microsoft has announced the rebranding of Xbox Game Pass to PC Game Pass. This decision aims to create a clearer distinction for PC gamers and help reduce confusion in the gaming community.
The new branding, "PC Game Pass," may also help dispel the misconception that Xbox is only a console brand. The rebranding makes it clear that Xbox games are being played on a PC, as opposed to a dedicated piece of hardware.
Microsoft's embrace of PC gaming with its Xbox brand has been a gradual process, spanning over a decade. Initially, the Xbox identity was strongly associated with dedicated console hardware and a distinct ecosystem separate from PCs. However, with the expansion of Microsoft's gaming ambitions across devices beyond just consoles, the official shift toward integrating the Xbox brand directly with PC gaming became inevitable.
This shift was marked by the rebranding of their gaming division to "Xbox Game Studios" in early 2019, reflecting Microsoft's intent to unify and promote Xbox gaming on all platforms, including Windows PCs. The explicit and official branding push as "Xbox on PC" took place around the same time, with the Xbox Game Studios rebranding and subsequent announcements at E3 2019.
This transition aligns with Microsoft's broader strategy to unify the Xbox experience across its ecosystem—encompassing console, PC, and cloud gaming—under a single brand identity, facilitating cross-platform play and a more cohesive gaming ecosystem.
The association of Xbox with PC gaming started to occur during the Windows 8 and Windows Phone days and has continued with Windows 10. Initiatives like Xbox Play Anywhere, launched nearly nine years ago, were the first big push to integrate console and PC gaming.
Recent game titles such as "Hellblade 2" and "Age of Mythology: Retold" have featured both "Xbox PC" and "Xbox on PC" in their branding. The new branding, "Xbox on PC," now appears to be the agreed-upon way forward, as seen in the closing screen of the Grounded 2 early access launch trailer.
The new branding may signal a continued focus by Microsoft on PC gaming, with Xbox now available on various platforms, including PC, cloud, smartphones, tablets, Steam Deck, Meta Quest 3s, and VR headsets. The renaming of Xbox Game Pass to PC Game Pass is a step towards simplifying the understanding of Xbox's presence on PC for newer or more casual users.
[1] Microsoft's Xbox: A Console-Centric Brand from 2001 [2] Xbox Live: Microsoft's Online Console Services [3] Microsoft's Gradual Shift Towards Integrating Xbox with PC Gaming [4] Xbox Game Studios Rebranding and E3 2019 Announcements
[5] Xbox Game Pass Rebranded as PC Game Pass to Reduce Confusion
[6] The Naming Convention: "Xbox on PC" and "Xbox PC" Becomes Consistent Across Titles
[7] Xbox's Broader Presence: Now Available on PC, Cloud, Smartphones, Tablets, and More
[8] Xbox on Various Platforms: An Attempt to Facilitate Cross-Platform Play and Cohesion
[9] The Future of Xbox: A Combined Force in Console, PC, and Cloud Gaming
[10] Simplifying Xbox for New Users: A Move Towards a More Streamlined PC Gaming Experience
