When you now open the Xbox account, you will see a slight change that at first doesn't seem that noticeable. But yes, newly appointed CEO Asha Sharma has sort of rebranded Xbox's name following a public voting poll.

This change has happened due to a public voting poll that Sharma conducted on X, asking the following question through an X post: "Xbox or XBOX?" Among the total votes of 19,176 cast, 64.8% of the people chose XBOX, while Xbox was chosen by merely 35.2% of the voting public.

Sharma also posted another tweet in which a screenshot of the changed name of the now-XBOX account was visible, with Sharma reacting with an "eye peeking" emoji.

Although the name of the brand has been changed on X, it is still unclear if this is really a serious step towards the rebranding as a whole, as Xbox's YouTube, Instagram, and Facebook accounts don't reflect the change to put emphasis on the rebranding.

Nonetheless, this isn't the first time Xbox has gone all caps, as the original Xbox was also released as XBOX when it first launched in 2001. Sharma also reverted the name Microsoft Gaming and brought back the Xbox name. And now, we are seeing another pinch of nostalgia being spread by Sharma.

But that isn't all that Sharma has done since her arrival.

Sharma Thriving in Her New Role As CEO of Xbox

Since her arrival as the new boss following the departure of Xbox veteran Phil Spencer, Sharma has made an array of changes in the company. First off, by lowering the prices of the Xbox Game Pass, then stripping off the infamous "This is an Xbox" marketing campaign.

Furthermore, as per IGN, she appointed AI veterans to join Xbox, following the reduction of Copilot development on mobile and console. Xbox has also gotten a new logo and a boot-up experience showcasing the shiny logo.

Additionally, in an official blog post by Discord, Xbox also partnered up with Discord to offer the subscribers of Discord Nitro more than 50 Xbox Game Pass games, including the likes of Fallout 4, Stardew Valley, Grounded, and DayZ.

Also, Xbox's success now comes in the form of titles as well, with the new triple-A title, Forza Horizon 6, dropping as the highest-rated game of 2026.

If that wasn't enough, a new leak from Technoblog suggests Xbox is focusing on developing two controllers: the Xbox Elite 3 and an 8BitDo SN30 Pro lookalike controller, which is allegedly for Xbox Cloud Gaming.

Whether the rebranding of the Xbox to XBOX is a serious note or not is still unclear, but the sheer nostalgic vibes it gives clearly make it a fun element for fans.

What are your thoughts on this change?

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Written by

Dhruv Singh

Edited by

Zaid Quraishi