Microsoft could be planning to rebrand Xbox Game Pass to separate the subscription service more clearly from its console hardware.

On Saturday the platform holder reportedly changed the profile pictures of its social media accounts to a new logo which simply reads, “Game Pass.”

As spotted by Twitter user NotCassim, Microsoft has also removed ‘Xbox’ from its Game Pass community updates and more. However, the service’s Twitter username and handle remain ‘Xbox Game Pass’ for the time being.

Xbox Game Pass is also available on PC. Official profile pics have now also been changed on social media accounts to simply, ‘Game Pass for PC’.

Microsoft’s gaming division has pushed a platform-agnostic strategy in recent years and committed to releasing many first-party games across multiple devices. Differentiating the Game Pass brand from Xbox could help signal to consumers that they don’t necessarily need to buy an Xbox to use the service.

With Microsoft reportedly set to discontinue Xbox Live Gold, it’s possible that the platform holder is planning to incorporate all of its paid subscription features into Game Pass.

Last year Microsoft began bundling Xbox Live Gold with Xbox Game Pass in the form of Xbox Game Pass Ultimate, which costs $14.99/£10.99 per month and will also include Project xCloud when it launches in September.

Trying out a new look

— Xbox Game Pass (@XboxGamePass) August 1, 2020

Xbox Game Pass has changed its branding recently it seems.

It doesn't mention « Xbox » anymore, even though the logo is still there.

Reminds me of what Apple is doing with Apple Watch or Apple Pay. pic.twitter.com/Umwldvsd33

— Cassim Ketfi (@NotCassim) July 31, 2020

Posted: Aug 04, 2020 5:35 pm
Related Forum: Xbox Forum

Source: https://www.videogameschronicle.com/news/microsoft-is-seemingly-removing-the-xbox-from-game-pass/