Virtual store gets new name ahead of Xbox One launch in November.

The Xbox Live Marketplace will henceforth be known as the Xbox Games Store, a Microsoft representative confirmed with Joystiq following the branding change going live online.

The name change comes ahead of the Xbox One launch in November.

"That's right, [Xbox Live Marketplace] is now called the Xbox Games Store, and will sit alongside the Xbox Music Store and Xbox Video Store," the Microsoft representative said. "This is to make it easier for consumers to find content both on Xbox 360 today and Xbox One when it launches in November."

Earlier this month, a patch on Xbox 360 brought an end to the Microsoft Points virtual currency system, replacing the controversial currency with real-money equivalents.

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