微軟遊戲部門正式更名為 Xbox，旨在聚焦於獨家遊戲作品
Microsoft Gaming officially rebrands to Xbox to focus on exclusive titles
2026年4月24日，這家科技巨頭正式棄用「Microsoft Gaming」這一名稱，轉而回歸經典的「Xbox」品牌。
On April 24, 2026, the tech giant officially retired the "Microsoft Gaming" name in favor of a return to the classic "Xbox" brand.
由執行長亞莎·夏爾瑪（ㄧㄚˋㄕㄚ·ㄒㄧㄚˊㄦˇㄇㄚˇ）宣布的這次品牌重塑，標誌著一個旨在與粉絲重新建立連結的重大策略轉變。
This rebranding, announced by CEO Asha Sharma, signals a major strategic shift to reconnect with fans.
公司不再採取純粹的平台中立模式，而是優先考慮硬體、使用者體驗以及內容品質。
Moving away from a purely platform-agnostic model, the company is prioritizing hardware, user experience, and content quality.
為了慶祝這一時刻，他們推出了讓人回想起早期主機時代、充滿懷舊感的螢光綠色標誌。
To celebrate, they launched a nostalgic, neon-green logo reminiscent of the early console days.
鑑於對成本的擔憂，他們調降了Game Pass Ultimate的價格，並承諾提供更穩定的主機更新。
Recognizing concerns over costs, they have lowered the price of Game Pass Ultimate and promised more consistent console updates.
雖然關於獨佔作品的策略仍在審核中，但整體重心已轉向行動市場與新興區域的成長。
While the approach to exclusive titles remains under review, the overall focus has shifted toward growth in mobile markets and emerging regions.
透過將「每日活躍玩家」視為核心績效指標，Xbox致力於重奪其作為遊戲產業中「硬體優先」領導者的地位。
By placing "daily active players" at the heart of their performance metrics, Xbox aims to reclaim its position as a hardware-first leader in the gaming industry.
這種「回歸初心（ㄔㄨㄒㄧㄣ）」的作法，反映出公司致力於在未來決策中，始終將遊戲社群置於核心位置的明確承諾。
This "back-to-basics" approach reflects a clear commitment to putting the gaming community at the center of every decision moving forward.
