Xbox is now XBOX, apparently
Xbox CEO Asha Sharma has initiated a potential rebrand by polling the gaming community on whether Xbox should capitalize its name to “XBOX”. The poll attracted 19,000+ votes from 2.1 million viewers, with the all-caps version decisively winning at nearly 65 percent. Following these results, the official Xbox Twitter/X account updated its branding to reflect “XBOX” in all capitals.
However, the rebrand appears to be in its early stages, as the new capitalized name has not yet been rolled out across Xbox’s wider digital presence, including its official website, Facebook, Instagram, or BlueSky. Currently, the change is only visible on the company’s X/Twitter account.
This move reflects CEO Asha Sharma’s approach of directly engaging the Xbox community in strategic decisions. The rebrand represents one of several recent tweaks and changes the company has undertaken, suggesting a period of brand evolution and strategic repositioning. The decision to poll players demonstrates an acknowledgment of community preference in shaping how Xbox presents itself to the gaming world.
The limited current implementation indicates the rebrand may still be in testing phases, with a broader rollout across all platforms and channels potentially coming if the initiative proves successful.