Xbox Game Pass Rebranding May Have Dropped the “Xbox”

Microsoft are putting all their eggs in the Xbox Game Pass basket going forward. With their focus now being on building a platform-agnostic ecosystem across multiple devices, one that revolves around Game Pass as the focal point, it’s clear that the service is going to be hugely important to them in the coming years. And they may have just quietly rebranded the service to bring it more in line with their said platform-agnostic nature.

How? Well, it seems Xbox Game Pass might be dropping the “Game Pass”. Over on Twitter, the official Game Pass page has changed its logo to one that simple says “Game Pass” (though it’s worth noting that the account’s name still has “Xbox” in it). Meanwhile, as pointed out by @NotCassim, branding for the service elsewhere seems to have changed as well, with the “Xbox” having been dropped from its name.

With Game Pass being available on consoles, PC, and mobile devices, it makes sense that Microsoft might be looking to draw a clearer distinction between it and the hardware it originated from, but whether or not this rebranding is official isn’t something they’v said anything about just yet.

Recently, Microsoft announced that xCloud would be coming to Game Pass in September. Read more on that through here.

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 Montilla (@NotCassim) July 31, 2020