'They're building real momentum and player trust' — This former Xbox exec is a big fan of recent rebrand
Former Xbox executive Laura Fryer praised the company's recent rebranding to 'XBOX', calling it a smart move by CEO Asha Sharma. She emphasized that engaging fans in decisions builds trust and investment in the brand. Fryer highlighted the importance of balancing fan input with core company values.
- ▪Laura Fryer believes the rebranding to 'XBOX' was a smart decision by CEO Asha Sharma.
- ▪Fryer noted that asking fans for input builds momentum and trust among players.
- ▪She cited the example of Path of Exile, where player voting increased loyalty and investment in the game.
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Gaming Gaming Industry 'They're building real momentum and player trust' — This former Xbox exec is a big fan of recent rebrand News By Demi Williams published 3 June 2026 Going all caps was a "smart move" When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works. Netflix is making a Gears of War movie - but it needs to leave the Fenix family out of it. (Image credit: Xbox Game Studios) Copy link Facebook X Whatsapp Reddit Pinterest Flipboard Threads Email Share this article 0 Join the conversation Follow us Add us as a preferred source on Google Newsletter Subscribe to our newsletter Former Xbox executive Laura Fryer says the company is "making some small and smart moves to start winning back fans"Fryer says Xbox CEO Asha Sharma's decision to…
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