Microsoft’s Xbox CEO Asha Sharma polls nearly 20,000 gamers on the brand’s title — I can’t believe this is what players want the Xbox name to look like
Microsoft’s new Xbox CEO Asha Sharma conducted a poll of nearly 20,000 gamers this week seeking input on how the Xbox brand should be presented visually. The survey addressed a specific branding question: whether the Xbox name should be displayed as “Xbox” or “XBOX” in all capitals.
According to Sharma’s poll results, the gaming community showed a clear preference for the standard “Xbox” presentation rather than the all-caps alternative. The Xbox brand has maintained its recognizable identity since Microsoft’s original console launch in late 2001 alongside Halo: Combat Evolved, establishing itself as a short, memorable, and widely beloved name in the gaming industry.
While the poll’s scope was limited to the visual presentation of the existing “Xbox” name rather than proposing a complete rebrand, the exercise highlights Microsoft’s interest in understanding player preferences regarding brand identity. The decision to solicit feedback from such a large sample of the gaming community suggests the company is considering potential visual identity updates or refinements to how Xbox branding is displayed across various platforms and marketing materials.