Xbox Just AllCapsMaxxed: Meet Xbox. This is no joke; It appears that Microsoft is indeed rebranding Xbox to XBOX. Xbox CEO Asha Sharma ran a poll on X earlier this week, asking fans whether Microsoft should use Xbox or Xbox One. The results remained in XBOX’s favor and the company has now changed the name of its X account.
Interestingly, the Threads and Bluesky accounts for Xbox have not been renamed yet, but if Microsoft is moving forward with the rebranding I expect they will change soon. I asked Microsoft for comment on this potential Xbox rebranding and the company simply referred me to Sharma’s post.
However, for Xbox the use of all caps is a return to the original format. Microsoft’s first Xbox logo for its consoles was all caps, and the company has since endorsed using similar capped versions for the Xbox 360, Xbox One, and Xbox Series X/S console logos.
The apparent rebranding comes just weeks after Sharma ended Microsoft Gaming and renamed Microsoft’s gaming division to Xbox. It’s part of Sharma’s continued promise of “the return of Xbox,” which has included fan-focused console updates, a new Xbox logo, Game Pass pricing changes, and more in recent weeks.
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