Microsoft could be planning to rebrand Xbox Game Pass to separate the subscription service more clearly from its console hardware.
On Saturday the platform holderreportedlychanged the profile pictures of its social media accounts to a new logo which simply reads, “Game Pass.”
As spotted by Twitter userNotCassim,Microsofthas 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.
Update 04/08/20:
Xbox Game Pass is also available onPC. 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.
WithMicrosoft 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 alsoinclude Project xCloud when it launches in September.
Trying out a new look
Samehttps://t.co/mlLWJGKHcx
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
Earlier this monthMicrosoft stopped selling 12-month Xbox Live Gold subscriptions, fuelling speculation that the long-running service could be repackaged or phased out to coincide with theXbox Series Xlaunch this holiday season.
This was further strengthened by confirmation this week that Series X launch gameHalo Infinite will have a free-to-play multiplayer mode. Currently, Xbox Live Gold is required to play multiplayer games likeFortniteandCall of Duty Warzoneonline, which are free on other platforms.
Further reading
While the platform holder is no longer offering an annual Xbox Live Gold membership option, one and three-month subscriptions are still available.
As well as access to multiplayer gaming, Xbox Live Gold offers members two to four free games every month and discounts of up to 50% onXbox Oneproducts on the Microsoft Store.
