Xbox seems to have rebranded…to XBOX.
You’d be forgiven for not noticing the difference, but yes, newly appointed CEO Asha Sharma took to X/Twitter to confirm Microsoft’s gaming branch has been given an all-caps makeover. The lack of an update on platforms like Instagram, Facebook, Bluesky, and YouTube makes it a bit unclear how serious this supposed rebrand is, but the big change to XBOX can at least already be seen on its X account and even Sharma’s LinkedIn profile.
The CEO shared the update following a social media poll, where she asked fans to choose between the standard Xbox and its larger version. After returning results that put XBOX in the lead with an almost shocking 64.8% of the votes, the change has officially been acted upon.
— Asha (@asha_shar) May 15, 2026
Xbox has undergone a laundry list of changes, big and small, since Sharma replaced Phil Spencer as CEO in February of this year. Highlights include leadership switch-ups earlier this month, the end of the “This is an Xbox” marketing campaign in March, and a drop in price for Game Pass subscribers in April.
It’s unclear how successful some of these changes have been for Microsoft as Sharma works to get Xbox into a better place. The all-caps makeover for the Xbox name, though, definitely seem to fall more in line with smaller adjustments we’ve recently seen, such as the new boot up sequence revealed a few weeks ago or the classic logo facelift from April.
For now, fans aren’t sure exactly how to feel about an all-caps XBOX. As some have pointed out, the change is at least a fun nod to the early days of the console’s logo and name. Considering the update seems to be inspired directly by fan input, some have even begun to call on Sharma to make more changes, such as reverting the name back to its classic, rough-edged font. Others aren’t so willing to entertain the XBOX idea until they see if it will actually stick.
what’s the purpose of this rename bruh https://t.co/DUyRmevBlJ pic.twitter.com/nYUqFqOIp4
— nicki ☘️ (@s1nicki) May 16, 2026
“I was expecting something pointless and stupid, but gosh they have still managed to surprise me,” one Reddit user said.
“HUGE IF TRUE,” another joked.
We’ll hopefully have a better idea about how committed Microsoft is to XBOX in the near future. Until then, you can see what Sharma had to say about her past gaming history. You can also see read about the recently leaked Xbox Cloud Gaming controller.
Michael Cripe is a freelance writer with IGN. He’s best known for his work at sites like The Pitch, The Escapist, and OnlySP. Be sure to give him a follow on Bluesky (@mikecripe.bsky.social) and Twitter (@MikeCripe).
