Microsoft may be experimenting with a subtle branding shift for Xbox but only on one platform for now.
Following a public poll conducted by Xbox CEO Asha Sharma on X, the company changed the display name and username of its official Xbox account to XBOX.
The poll asked users whether they preferred “Xbox” or “XBOX,” with the fully capitalized version receiving 64.8% of more than 19,000 votes.
Shortly after the results, the X account updated its branding to match the poll outcome.
TL;DR
- Microsoft changed the Xbox branding to “XBOX” on its official X account.
- The update followed a public poll by Xbox CEO Asha Sharma.
- Other social platforms and Microsoft websites still use “Xbox.”
- No broader rebrand has been officially announced.
- Xbox hardware logos have historically used the fully capitalized “XBOX” styling.
The Change Only Appears on X
Despite the update on X, Microsoft has not changed Xbox branding across its other platforms.
The company’s accounts on: Bluesky, Facebook, Instagram, Threads
still use the standard “Xbox” naming format.
There have also been no visible updates to Microsoft’s official Xbox website, marketing materials, or broader branding assets.
Xbox Logos Have Long Used “XBOX”
While the public-facing brand has generally been written as “Xbox,” Microsoft’s console hardware logos have historically used the fully capitalized “XBOX” styling.
The recent account change appears to align more closely with that visual identity.
At the moment, however, there’s no indication that Microsoft is rolling out a full rebrand across its gaming division.
Part of a Broader Xbox Branding Reset
The change arrives during a period of broader adjustments around Xbox branding and positioning.
Recent moves from Microsoft have included:
- reverting the Microsoft Gaming division name back to Xbox
- updating the Xbox logo with references to earlier branding styles
- and ending the “This is an Xbox” marketing campaign
The company has also made changes around Game Pass pricing and recently stepped back from some planned AI-related Xbox features.
No Full Rebrand Confirmed
So far, Microsoft has not announced an official global rebrand from “Xbox” to “XBOX.”
The change currently appears limited to the company’s X account and may simply reflect the results of the community poll rather than a permanent naming transition.
Still, the move has drawn attention because of how closely branding consistency is tied to large gaming platforms; especially one as recognizable as Xbox.