Xbox Is Rebranding Itself, Sort Of

Earlier this week, Xbox CEO Asha Sharma put the following question to fans on social media: “Xbox” or “XBOX”? Out of the 19,176 votes cast, all caps XBOX was the clear winner with 64.8% of the total. Now, Microsoft has seemingly taken that to heart by rebranding the Xbox account on X with all-caps XBOX.

The Verge was one of the first outlets to notice the change, and it notes that Xbox’s Bluesky and Threads accounts have yet to reflect the slight renaming. When reached for comment by The Verge, Microsoft directed readers back to Sharma’s poll on X.

When the original Xbox console was released in 2001, its name was in all caps. The subsequent logos for its successors were also in caps, but the brand was spelled normally by Microsoft. Earlier this year, Sharma reverted Microsoft Gaming’s name back to Xbox, so it’s entirely possible that the XBOX spelling is back as well. This may be an exercise in branding and nostalgia for a time when Xbox was at its peak before the significant declines that the company has recently suffered in hardware and game sales.

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