With the upcoming release of Windows 10, Microsoft has been doing a bit of a rebranding of its entertainment apps. The latest change is for Xbox Music, which is now going to be named Groove. Likewise, the Xbox Video app is retiring the Xbox name in favor of Movies & TV. This is a large change from previous statements in 2011, under Don Mattrick and Windows 8, where Xbox was the entertainment brand.

Now it seems, with the push of Windows 10, Xbox is going to mean one thing, and that is games. While all of the entertainment, rentals, TV and music passes will still be there, removing the Xbox name illustrates the direction Microsoft is taking for Windows 10 and Xbox One.

All owners of the Xbox music pass will automatically be transferred to a Groove pass and maintain all of the same benefits. In addition, those in the Windows 10 preview program will be experiencing this new branding in the new preview build. All of this new comes in preparation of Microsoft launching Windows 10 on July 29, 2015.

Who else is excited for the direction Microsoft and Xbox are taking?