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Microsoft Just Sneakily Rebranded Its Xbox Game Pass Service

Microsoft Just Sneakily Rebranded Its Xbox Game Pass Service

As picked up on the weekend by Eurogamer writer (and GAMINGbible pal) Vikki Blake, Microsoft has sneakily rebranded Xbox Game Pass - seemingly with no warning of the name change's arrival.

On August 1st, the Xbox Game Pass Twitter account posted, "Trying out a new look." The Xbox Game Pass for PC account subsequently quote-tweeted said post, adding, "Same."

So what does this actually mean, dear readers? Not a lot, actually. Microsoft has, I guess, soft-relaunched Xbox Game Pass - but the difference is minimal. Indeed, the difference is just a word.

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As you can see from the picture below, all Microsoft has done is lose "Xbox" from its Game Pass branding. Big deal, right? Well, maybe? Taking Xbox out of the equation sure points to Microsoft wanting its successful subscription service on way more devices than just PC and its console line. And we know that Microsoft wants Game Pass available across a host of devices (just not Switch, sadly).

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Game Pass branding / Credit: Microsoft
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Ditching Xbox from the branding might help consumers realise they don't need a console to use the service. With talk of Microsoft abandoning a paywall for online play, this rebranding could well be part of a company-wide push for easier-to-digest language, aimed at broadening the potential user base across a host of platforms.

The Xbox 'X' logo remains on the new branding, as you can see - but since it's also used for Xbox Game Studios, whose releases all end up on Game Pass, that makes sense to me. And it's a very identifiable logo these days, right? Not quite Nike tick, but more known and liked than, say, whatever that mess was for the 2012 London Olympics.

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If you're a Game Pass subscriber right now, you may be interested to hear that what I assumed was a Switch exclusive, The Touryst, is now on the service for PC and console. It's a wonderful, bright, cheerful platform-puzzler that won't fail to make you smile. Other recent additions worth checking out include CrossCode (console only, our impressions), Carrion (our review), and a preview of Obsidian's back-garden survival game, Grounded.


Featured Image Credit: Microsoft

Topics: Xbox, Game Pass, Microsoft, gamingbible

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Mike Diver

Head of Content at GAMINGbible. Former gigs include VICE Gaming, BBC Music, BBC Gaming Show. Author of 'Indie Games: The Complete Introduction to Indie Gaming' (2016), 'How to Be a Professional Gamer' (2016), 'Retro Gaming: A Byte-Sized History of Video Games' (2019). Contact: mike.diver[email protected]