Microsoft renews the ‘XCLOUD’ trademark for Xbox Cloud Gaming
The superior name.
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What you need to know
Don’t call it XCloud! Or, maybe,do?
When Microsoft first debuted its long-in-waiting Xbox cloud streaming platform, it was under the project codename XCloud, which is sharp and punchy, and memorable. Since then, however, the official name has moved over to Xbox Cloud Gaming, which is functional, but not exactly what I’d describe asfun.Perhaps Microsoft agrees?
For those who might be unaware, Xbox Cloud Gaming is Microsoft’s Netflix-like video game streaming service baked intoXbox Game PassUltimate. In supported regions, it allows you play dozens of games on smart devices like phones using touch controls, or with a connectedgamepad for Android, the web via Xbox.com/play, Windows PCs via the Xbox app, or even Xbox consoles, priced at $15 per month.
Spotted byAggiornamenti Lumia, Microsoft actually just renewed thetrademark listingfor the XCLOUD brand. The type code used describes its use falling under"Entertainment services, namely, providing online video games; rental of video games; providing entertainment information and video game tournaments and competitions via a website."
Does this mean Microsoft might switch up theXbox Cloud Gamingbranding some day? Probably not, although it’s not impossible. It could be that Microsoft is simply protecting itself, given that many people refer to Xbox Cloud Gaming as XCloud, including the primarysubredditfor the service.
We use the phrase “Xcloud” in many of our articles because the search volume on the term is still incredibly high, although sinceFortnite hit the servicesome months ago, an entirely new audience discovered the platform and now know it primarily as Xbox Cloud Gaming. You can see below how Xbox Cloud Gaming and XCloud were fairly neck and neck on search coverage, and then the relative explosion that occurred once Fortnite hit the service.
Microsoft’s naming conventions often fall on the explicit over the abstract. For what they lack in style, they often make up for in clarity. “Xbox Cloud Gaming” might be clunky to read, but at least it directly explains what it is. Amazon Luna, Google Stadia, and GeForce Now aren’t as obvious at a glance what they actuallyare.
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You’d be forgiven for thinking Amazon Luna is some kind of cleaning product, or that Stadia is another ill-fated Google attempt at a social network. But as we move further into mainstream adoption of these kinds of services, perhaps having a cooler, abstract name like “XCLOUD” on hand for stylistic purposes is a smart bet for Microsoft to have.
Jez Corden is the Executive Editor at Windows Central, focusing primarily on all things Xbox and gaming. Jez is known for breaking exclusive news and analysis as relates to the Microsoft ecosystem while being powered by tea. Follow onTwitter (X)andThreads, and listen to hisXB2 Podcast, all about, you guessed it, Xbox!
