Next month, employees of the gaming division will receive new work addresses with the @xbox.com domain. These will become primary for correspondence, although the option to use @microsoft.com will remain. However, priority is given to the Xbox brand.
The changes will also affect Mojang Studios – employees will receive @mojang.com addresses, while retaining their old Microsoft aliases.
An internal message states:
We are strengthening the Xbox identity inside and outside Microsoft.
Against this backdrop, other studios, including Activision Blizzard and Bethesda, already use their own domains, so the new approach should make the ecosystem more uniform and understandable for partners.
This is part of the "We are Xbox" strategy. Earlier, the leadership stated that success would be measured by the number of daily active players, and the platform's foundation would be devices, content, services, and user experience.
Xbox looks less and less like a Microsoft division and more and more like a separate brand. And now the company is betting on strengthening it.