Microsoft has promoted Ross Pessner to rule over the Games for Windows label and re-pledged support for the "first-class" PC gaming platform.
His appointment comes after former boss Chris Early fell foul of layoffs recently. Pessner arrives from the Entertainment and Devices Division at Microsoft.
"Moving ahead, Microsoft will continue to invest in Windows as a first-class gaming platform through great Windows out of box experiences, our online gaming services including Games for Windows - LIVE, MSN Games, and Messenger games, and through new games for Windows developed by Microsoft Games Studios," said Microsoft in a statement.
Microsoft Game Studios general manager Dave Luehmann will work closely with Pessner, and oversee internal development and publishing on all Windows-based titles.
Games for Windows introduced an Xbox Live-like online PC service in early 2007, introducing Gamertags, Achievements, friends lists and quality control standard. But the uptake has been slow, and dwarfed by competition such as Steam.
To boost figures, Microsoft removed the subscription charge from Games for Windows Live last summer, causing many Xbox 360 owners to begin questioning the fee they pay for a similar service.