Microsoft Rebrands Xbox to XBOX After 1 Fan Poll as Asha Sharma Pushes Return

8 articles · Updated · The Verge · May 15

Microsoft has begun shifting its gaming brand from Xbox to XBOX, with the clearest public move so far the renaming of the brand’s X account.
Asha Sharma triggered the change with an X poll asking fans to choose between “Xbox” and “XBOX”; the all-caps version won, and Microsoft pointed inquiries back to her post.
Threads and Bluesky accounts still use Xbox, suggesting the rollout is incomplete even as the company signals a broader branding change.
The move fits Sharma’s wider “return of Xbox” campaign, which recently restored Microsoft’s gaming division name to Xbox and added organizational changes, a new boot animation, console updates and Game Pass price changes.
XBOX also revives the brand’s earlier styling: Microsoft’s original Xbox logo and several later console logos, including Xbox 360 and Xbox One, leaned on all-caps branding.

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