Believe it or not, Microsoft seems to be rebranding Xbox.
Xbox just underwent an all-caps transformation: introducing XBOX. This isn’t a joke; Microsoft is reportedly rebranding from Xbox to XBOX. Asha Sharma, the Xbox CEO, conducted a poll on X earlier this week, querying fans on whether Microsoft should adopt Xbox or XBOX. The majority favored XBOX, and the company has since rebranded its X account.
Interestingly, the Threads and Bluesky accounts for Xbox remain unchanged, but if Microsoft proceeds with rebranding, they are expected to follow. When asked for comments on this potential rebrand, Microsoft referred to Sharma’s post.
The all-caps style for Xbox harks back to its origins. Microsoft’s original Xbox logo was all-caps, and similar styles were used for Xbox 360, Xbox One, and Xbox Series X / S logos.
This apparent rebranding follows a few weeks after Sharma eliminated Microsoft Gaming, reverting the name to Xbox. It’s part of Sharma’s ongoing “return of Xbox,” and has included fan-centered console updates, a new Xbox logo, Game Pass pricing adjustments, and more.
Recently, Sharma also announced major organizational changes at Xbox and introduced a new Xbox boot-up animation. The reorganization aims to “build a platform that is affordable, personal, and open by staying close to the work and the people we serve,” as per Sharma.