Xbox gamers divided over apparent rebrand

Xbox has apparently rebranded, and it’s left gamers divided over this new direction.

Microsoft has had a shaky history with PC gaming. Despite Windows being the dominant platform for PC gamers, the company’s own services have had mixed reception.

The original Games for Windows Live service, which launched in 2007, was basically a way to connect your Xbox Gamertag to your computer to play PC games.

Connectivity issues and a controversy involving pricing for the service rendered the service unpopular with users, as some felt it was just an unnecessary layer of DRM.

The service was effectively replaced by the Xbox network, but it never really had an agreed upon branding on PCs—using names like Microsoft Store, Windows PC, and simply just “Xbox” interchangeably in various bits of marketing.

Now, it looks like Microsoft’s PC gaming efforts are being rebranded as “Xbox PC”, as shown in the recent trailer for MIO: Memories in Orbit.

It sounds like Microsoft wants its own Xbox app to be more of a direct competitor to Steam, hence the new unified name.

“I hope this means the Xbox app on PC is easier to use,” wrote one user on the Xbox Reddit page. “Not being able to install Xbox games through the Xbox app is so stupid.”

“Also hoping for a Gamepass app across the board, it’s cool that I can stream games from a web browser but I’d prefer something a little more streamlined.”

Some users speculated that it might actually mean Steam and Game Pass get integrated together though, particularly on Xbox consoles.

“As a PC gamer this makes me more interested in upcoming Xbox hardware if it can support my Steam and Gamepass library,” writes another comment.

“I use both but prefer the home theater setup for gaming,” a third comment wrote. “If they can bring PC to the living room, they have me for life.”

Xbox Games Showcase occurs this Sunday, 8th June. While the focus is going to be mainly on games, it’s possible that some confirmation about this rebrand could occur then.