Xbox is now XBOX

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FollowSee All TechXbox is now XBOXBelieve it or not, Microsoft appears to be rebranding Xbox. Believe it or not, Microsoft appears to be rebranding Xbox. by Tom Warren Tom WarrenSenior CorrespondentPosts from this author will be added to your daily email digest and your homepage feed.

Technical Details

FollowSee All by Tom WarrenMay 15, 2026, 11:10 PM UTC Image: Cath Virginia / The Verge Tom Warren Tom WarrenPosts from this author will be added to your daily email digest and your homepage feed. FollowSee All by Tom Warren is a senior correspondent and author of Notepad, who has been covering all things Microsoft, PC, and tech for over 20 years. Xbox just allcapsmaxxed: meet XBOX.

This isn’t a joke, Microsoft appears to be actually rebranding Xbox to XBOX. Asha Sharma, Xbox CEO, ran a poll on X earlier this week, asking fans whether Microsoft should use Xbox or XBOX? The results were in favor of XBOX, and the company has now renamed its X account.

Curiously, the Threads and Bluesky accounts for Xbox haven’t been renamed yet, but if Microsoft is going ahead with a rebranding then I’d expect those will change soon. The use of all caps for Xbox is a return to original form. Microsoft’s first Xbox logo for its console was all caps, and the company has favored using similar capped versions for the Xbox 360, Xbox One, and Xbox Series X / S console logos.

Industry Implications

The apparent rebranding comes just a few weeks after Sharma scrapped Microsoft Gaming and renamed Microsoft’s gaming division back to Xbox. It’s part of Sharma’s continued promise of a “return of Xbox,” which has involved fan-focused console updates, a new Xbox logo, Game Pass pricing changes, and lots more in recent weeks. Last week Sharma also outlined her first major organizational changes at Xbox and revealed a new Xbox boot up animation.

The reorganization of the Xbox platform team is designed to “build a platform that is affordable, personal, and open by staying close to the work and the people we serve,” according to Sharma. Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates. Tom Warren Tom WarrenSenior CorrespondentPosts from this author will be added to your daily email digest and your homepage feed.

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This advance offers important signals about the future of the sector, and the tech world is watching closely.