Xbox is now XBOX

Believe it or not, Microsoft appears to be rebranding Xbox. Believe it or not, Microsoft appears to be rebranding Xbox. Xbox just allcapsmaxxed: Meet XBOX. This isn’t a joke; Microsoft appears to be actually rebranding Xbox to XBOX. Asha Sharma, Xbox CEO, ran apoll on Xearlier this week, asking fans whether Microsoft should use Xbox or XBOX. The results were in favor of XBOX, and the company has now renamed its X account. Curiously, theThreadsandBlueskyaccounts for Xbox haven’t been renamed yet, but if Microsoft is going ahead with a rebranding then I expect those will change soon. I asked Microsoft to comment on this potential Xbox rebranding and the company simply referred me to Sharma’s post. The use of all caps for Xbox is a return to original form, though. Microsoft’s first Xbox logo for its console was all caps, and the company has favored using similar capped versions for the Xbox 360, Xbox One, and Xbox Series X / S console logos. The apparent rebranding comes just a few weeks after Sharmascrapped Microsoft Gamingand renamed Microsoft’s gaming division back to Xbox. It’s part of Sharma’s continued promise of a “return of Xbox,” which has involved fan-focusedconsole updates, a newXbox logo, Game Passpricing changes, and lots more in recent weeks. Last week Sharma also outlined herfirst major organizational changes at Xboxand revealed a newXbox boot-up animation. The reorganization of the Xbox platform team is designed to “build a platform that is affordable, personal, and open by staying close to the work and the people we serve,”according to Sharma.