Xbox Has Seemingly Rebranded to XBOX (Seriously)

by

When Asha Sharma revealed Microsoft Gaming would now be called Xbox, it seemed like a major turning point for a console brand that had been facing challenges. Now, they’ve taken it a step further by changing the name again, this time to all caps: XBOX.

This happened after a Twitter poll jokingly asked users to choose between “Xbox” and “XBOX.” Surprisingly, 64.8% voted for “XBOX,” apparently not realizing it signaled a new brand identity. The official Twitter account and Sharma’s LinkedIn profile have both been updated to reflect this change.

It might not have been essential, but the change definitely got people talking, similar to other updates since she became head of the gaming division, taking over from Phil Spencer who has since retired. These changes also included a retro-inspired new logo, a fresh console startup animation, and helpful additions like Quick Resume toggles.

Game Pass Ultimate and PC Game Pass became more affordable, though this meant new Call of Duty games wouldn’t be released on the service immediately. Alongside this, there were significant leadership changes, with three executives from the CoreAI team – previously led by Sharma – taking on new roles.

There have been some changes in leadership. Jason Ronald is now leading the development of the next-generation console, Project Helix. Kevin Gammill, who oversaw the gaming ecosystem, has resigned. Roanne Sones has stepped down from her role as head of Xbox devices and ecosystems, but will be returning as an advisor.

Only time will tell if this new brand identity lasts, so we’ll keep you updated.

Read More

2026-05-17 19:41