Xbox just allcapsmaxxed: Meet XBOX. This isnโt a joke; Microsoft appears to be actually rebranding Xbox to XBOX. Asha Sharma, Xbox CEO, ran a poll on X earlier 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, the Threads and Bluesky accounts for Xbox havenโt 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 Sharmaโs post.
The use of all caps for Xbox is a return to original form, though. Microsoftโs 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 Sharma scrapped Microsoft Gaming and renamed Microsoftโs gaming division back to Xbox. Itโs part of Sharmaโs continued promise of a โreturn of Xbox,โ which has involved fan-focused console updates, a new Xbox logo, Game Pass pricing changes, and lots more in recent weeks.
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