Xbox just allcapsmaxxed: Meet XBOX. This isn’t a joke; Microsoft appears to be actually rebranding Xbox to XBOX. Asha Sharma, Xbox CEO, ran a poll on X earlier this week, asking fans whether Microsoft should use Xbox or XBOX. The results were in favor of XBOX, and the company has now renamed its X account.
Curiously, the Threads and Bluesky accounts for Xbox haven’t been renamed yet, but if Microsoft is going ahead with a rebranding then I expect those will change soon. I asked Microsoft to comment on this potential Xbox rebranding and the company simply referred me to Sharma’s post.
The use of all caps for Xbox is a return to original form, though. Microsoft’s first Xbox logo for its console was all caps, and the company has favored using similar capped versions for the Xbox 360, Xbox One, and Xbox Series X / S console logos.
The apparent rebranding comes just a few weeks after Sharma scrapped Microsoft Gaming and renamed Microsoft’s gaming division back to Xbox. It’s part of Sharma’s continued promise of a “return of Xbox,” which has involved fan-focused console updates, a new Xbox logo, Game Pass pricing changes, and lots more in recent weeks.
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Frequently Asked Questions
Yes — Xbox CEO Asha Sharma ran a poll on X asking fans whether Microsoft should use Xbox or XBOX; results favored XBOX, and the company renamed its X account (Threads and Bluesky accounts hadn't been renamed yet at the time of writing).
It's a return to original form — Microsoft's first Xbox logo was all caps, and the company favored capped versions for Xbox 360, Xbox One, and Xbox Series X/S logos.
She scrapped Microsoft Gaming and renamed the division back to Xbox, part of a promised "return of Xbox" involving fan-focused console updates, a new Xbox logo, Game Pass pricing changes, and more.
The author asked Microsoft to comment and the company simply referred them to Sharma's post.
