XBOX warns: the next few years will bring more changes than the entire previous history of the brand

Microsoft is preparing a "very interesting" summer while redefining the future of XBOX.

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Xbox is going through one of the most turbulent periods in its recent history and Microsoft is already making it clear that this is just the beginning. Guy Richards, head of ID@Xbox, has revealed that the next few years will bring even more changes to the brand.

These statements come at a time of internal transformation for Xbox, marked by branding changes, new direction under Asha Sharma, modifications to Game Pass, and a strategy increasingly focused on services, community, and new access models.

Xbox assures that the most important things are yet to come

During a talk at the Digital Dragons Conference 2026, Richards left a striking phrase about the future of the brand:

“There will be more changes in the next two years than in the 25 years that brought us to this point.”

Although he didn’t want to go into specific details, he did reveal that Xbox is preparing “many interesting things” for this summer and that not everything Microsoft has planned to announce has been revealed yet.

In recent months, we’ve already seen several significant moves:

• The return of the XBOX name in uppercase letters
• The gradual disappearance of “Microsoft Gaming”
• New adjustments to Xbox Game Pass
• The return of FanFest
• The announcement of Project Helix
• Internal changes in Xbox’s direction

Richards also explained that the company wants to adapt XBOX to how users play today, making it clear that the future involves multiple devices, online services, hybrid models, and more flexible access to video games.

According to the executive, the goal is not just to celebrate Xbox’s 25th anniversary, but to prepare the brand for the next 25 years. And given the speed at which changes have been arriving in recent months, it’s clear that Microsoft still has many important announcements in store for Xbox’s immediate future.