Microsoft rebrands Xbox to all‑caps XBOX
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- Microsoft appears to be rebranding its Xbox brand to all caps "XBOX", as indicated by the new X account name.
- Asha Sharma ran a poll on X asking fans to choose between "Xbox" and "XBOX", and the poll results favored "XBOX".
- Microsoft renamed its official X account to "XBOX" while Threads and Bluesky accounts remain unchanged.
- Xbox returns to its original all‑caps logo style, matching the branding of the first console.
- Sharma scrapped the "Microsoft Gaming" division name, restored "Xbox" as the division name, and announced a new boot‑up animation and Game Pass pricing changes as part of a "return of Xbox" strategy.
- Xbox platform team’s reorganization is designed to build an affordable, personal, and open platform, according to Sharma.
Why it matters: The rebrand aligns Microsoft’s Xbox identity with its “return of Xbox” strategy, emphasizing an affordable, personal, and open platform; this clarifies the brand for developers and subscribers while signaling a shift away from the broader Microsoft Gaming label in the competitive gaming market.
