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.
