Xbox rebranded as XBOX

In a recent development, the Xbox brand has officially changed to XBOX. The move was announced by new CEO Asha Sharma, who ran a fan poll on social media about the name, with XBOX coming out ahead by nearly 65% of the vote. The change was first made visible on Xbox’s official X account.

Poll and voting results

Asha Sharma ran the poll on X/Twitter and received 19,176 community votes. The result showed XBOX as the clear favorite with 64.8% of the vote. Many fans reacted enthusiastically to the name change, which is being seen as a return to the brand’s original all-caps styling.

Asha Sharma takes the helm

Asha Sharma replaced Phil Spencer as CEO of Xbox in February 2026. Since taking over, she has announced several changes to Xbox’s strategy, including the end of the "This is an Xbox" marketing campaign and a new approach to community engagement. Sharma has also emphasized the importance of strengthening ties with players and developers.

Impact on branding and marketing

The shift to the XBOX name may be an attempt to tap into nostalgia for the original Xbox consoles, with the all-caps branding matching earlier logos. While the name has changed on social media, other platforms such as the official website and Facebook have not yet been updated. That has raised some questions about how seriously Microsoft is treating the rebrand.

Alongside the rebrand, more changes are on the way. Sharma has said Xbox needs to "move faster" and plans to dig deeper into what the community wants. That could include new initiatives aimed at specific markets, such as gamers in China.

It remains unclear how these changes will affect the Xbox brand overall, especially given recent declines in hardware and sales figures. The real test for the new name’s appeal may come with possible announcements about the next-gen Xbox, Project Helix, which could still be several years away.

In the meantime, it will be interesting to see what other changes Sharma makes and how the community responds.