Xbox Rebrands as XBOX

Microsoft is making waves with a bold rebranding of Xbox to XBOX. This isn’t just a rumor; Asha Sharma, the CEO of Xbox, recently conducted a poll on X, asking fans whether the brand should stick with Xbox or switch to XBOX. The overwhelming response favored the all-caps version, leading to the immediate renaming of its X account.

Interestingly, the Xbox accounts on Threads and Bluesky haven’t yet followed suit, but if Microsoft is committed to this rebranding, those will likely change soon. When I reached out to Microsoft for clarification on this shift, they directed me to Sharma’s post.

The all-caps style harks back to the original Xbox branding, as the first logo for the console was presented in all caps. This style has been echoed in the logos for the Xbox 360, Xbox One, and Xbox Series X/S.

This rebranding comes on the heels of Sharma’s decision to revert Microsoft Gaming back to Xbox, reinforcing her vision of a “return of Xbox.” This initiative has included fan-centric console updates, a fresh Xbox logo, adjustments to Game Pass pricing, and more in recent weeks.

Additionally, Sharma recently shared her first significant organizational changes at Xbox, unveiling a new boot-up animation for the console. The restructuring of the Xbox platform team aims to create a more affordable, personalized, and open platform by staying connected to the community and the gamers they serve.