MICROSOFT REBRANDS XBOX TO ALL-CAPS XBOX

INDUSTRY DESK■ 1 MIN READ

FRI, MAY 15, 2026

■ AI-SUMMARIZED FROM 1 SOURCE ▸ TIMELINE

Microsoft has officially rebranded Xbox to XBOX following a poll by Xbox CEO Asha Sharma. The company renamed its X account to reflect the change.

Xbox CEO Asha Sharma posted a poll on X earlier this week asking whether Microsoft should use "Xbox" or "XBOX." The all-caps option won, and Microsoft has now updated its X social media handle accordingly. The rebrand appears to be rolling out across platforms gradually. While the X account has been updated, Xbox's Threads and Bluesky accounts have not yet been renamed. Microsoft has not publicly detailed the full scope or timeline of the rebrand. The move marks a notable shift in the company's branding strategy, elevating the all-caps format as the official presentation of the gaming division's name. The rebrand follows other recent updates to Xbox's visual and strategic positioning.

■ SOURCES

► The Verge

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MICROSOFT REBRANDS XBOX TO ALL-CAPS XBOX

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