In a surprising move, Microsoft seems to be revamping its Xbox brand to “XBOX,” embracing an all-caps style. This change follows a recent poll conducted by Xbox CEO Asha Sharma on the social media platform X, where fans overwhelmingly supported the shift to the uppercase version. Reflecting this preference, the company has already updated its X account to reflect the new branding.
Interestingly, the Xbox accounts on other platforms like Threads and Bluesky have not yet been updated. However, if Microsoft commits to this rebranding, these changes are likely imminent. When approached for comment, Microsoft simply directed inquiries to Sharma’s initial post, offering no further details.
This move to capitalize “Xbox” is not entirely new ground for Microsoft. The original Xbox console logo featured all capital letters, a style echoed in subsequent iterations for the Xbox 360, Xbox One, and Xbox Series X/S.
The rebranding initiative comes on the heels of Sharma’s decision to eliminate the Microsoft Gaming label, reverting the division’s name back to Xbox. This is part of Sharma’s broader strategy to revitalize the Xbox brand, which includes fan-friendly console updates, a refreshed Xbox logo, and adjustments to Game Pass pricing, among other changes in recent weeks.
