Xbox PC changed to 'Xbox on PC' as Microsoft struggles with Windows gaming brand image

Xbox PC is out, Xbox on PC is in...at least that appears to be the case.

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A bit ago, Microsoft quizzically changed its branding terminology for PC gaming. Reference to Windows was removed altogether; Microsoft's shiny new name for the platform was Xbox PC. This confused gamers worldwide, especially with reports that Microsoft's next Xbox will be a PC-console hybrid that runs Windows.

Now it looks like Microsoft may have changed branding once more. "Xbox PC" has become "Xbox on PC," with the new moniker showing up in promotional materials for Grounded 2 and a new Age of Mythology expansion.

Age of Mythology: The official Age of Mythology: Retold - Heavenly Spear story trailer was released a month ago, and it clearly says Xbox PC at the end. A new pre-order banner has been spotted for the same game that now says Xbox on PC.

Xbox PC was spotted at the end of a Grounded 2 official announce trailer released in June. That was changed to "Xbox on PC" in the official story trailer that was released 8 days ago.

Microsoft has issued mixed signals on this front. While announcing a next-gen Xbox console powered by AMD chips, Microsoft simultaneously said that it wants Windows to be "the number one platform for gaming."

Our own analysis on the Xbox PC branding shows that publishers may have discretion in how they describe Windows PC versions of games. It's unclear whether or not Microsoft is now mandating the use of Xbox on PC. It's unclear how this applies to first-party studios like World's Edge and Obsidian Entertainment.