Microsoft is hard at work readying Windows Phone 7.8 and Windows Phone 8.0 for public consumption. One of the changes will be the rebranding of the Windows Phone Marketplace to the Windows Phone Store, but it looks like Microsoft will also be dropping the Live branding from the Xbox game titles within the Store as well.
Both new and old titles will see the new brand change from ‘Xbox Live for Windows Phone’ to ‘Xbox Windows Phone’. The change has already begun and you may start noticing it in some titles.
Microsoft has previously stated that the Windows Live branding was causing confusion among their customers, which has resulted in the Live branding being removed from Windows 8 products and replaced with Microsoft accounts.
However Microsoft has confirmed that they will not be removing the Live Branding from ‘Xbox Live’, which refers to the company’s online gaming services.