Microsoft rebrands Xbox to XBOX following fan poll
Tags Consumer
Microsoft is rebranding its Xbox gaming division to XBOX in all capitals, following a poll run by Xbox CEO Asha Sharma on X. The company has renamed its X account and is expected to update other social media handles. The all-caps treatment returns to Microsoft's original Xbox branding from 2001. The rebrand is part of Sharma's broader 'return of Xbox' strategy that includes console updates, Game Pass pricing changes, and organizational restructuring.
Technical significance
While primarily cosmetic, the rebrand reflects Microsoft's attempt to revitalize Xbox's market position after years of trailing PlayStation and Nintendo. The decision to let a social media poll drive a major brand decision signals a shift toward fan-driven product strategy in gaming.