Microsoft is rebranding Xbox to all-caps XBOX, following a fan poll and as part of a broader 'return of Xbox' strategy.
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<p class="has-text-align-none">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 <a href="https://x.com/asha_shar/status/2054625508462333983?s=46">poll on X</a> 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.</p>
<p class="has-text-align-none">Curiously, the <a href="https://www.threads.com/@xbox">Threads</a> and <a href="https://bsky.app/profile/xbox.com">Bluesky</a> accounts for Xbox haven't been renamed yet, but if Microsoft is going ahead with a rebranding then I expect those will change soon. I asked Microsoft to comment on this potential Xbox rebranding and the company simply referred me to Sharma's post.</p>
<p class="has-text-align-none">The use of all caps for Xbox is a return to original for …</p>
<p><a href="https://www.theverge.com/news/931918/microsoft-xbox-rebrand-caps">Read the full story at The Verge.</a></p>
# Xbox is now XBOX
Source: [https://www.theverge.com/news/931918/microsoft-xbox-rebrand-caps](https://www.theverge.com/news/931918/microsoft-xbox-rebrand-caps)
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Tom Warren
is a senior correspondent and author of[*Notepad*](https://www.theverge.com/notepad-microsoft-newsletter), 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](https://x.com/asha_shar/status/2054625508462333983?s=46)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](https://www.threads.com/@xbox)and[Bluesky](https://bsky.app/profile/xbox.com)accounts for Xbox haven’t been renamed yet, but if Microsoft is going ahead with a rebranding then I expect those will change soon\. I asked Microsoft to comment on this potential Xbox rebranding and the company simply referred me to Sharma’s post\.
The use of all caps for Xbox is a return to original form, though\. 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\.
The apparent rebranding comes just a few weeks after Sharma[scrapped Microsoft Gaming](https://www.theverge.com/report/917485/microsoft-return-of-xbox-no-more-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](https://www.theverge.com/tech/913093/microsoft-new-xbox-ceo-asha-sharma-memo-notepad), a new[Xbox logo](https://www.theverge.com/news/917852/microsoft-new-xbox-logo), Game Pass[pricing changes](https://www.theverge.com/news/915928/microsoft-xbox-game-pass-ultimate-price-drop), and lots more in recent weeks\.
Last week Sharma also outlined her[first major organizational changes at Xbox](https://www.theverge.com/news/923908/microsoft-xbox-reorg-platform-changes)and revealed a new[Xbox boot\-up animation](https://www.theverge.com/tech/925110/new-xbox-logo-boot-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](https://www.theverge.com/tech/925966/microsoft-return-to-xbox-town-hall-notepad)\.
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- Tom Warren
Xbox is undergoing dramatic restructuring, merging game studios, divesting some properties, and continuing layoffs to streamline operations and focus on higher priority projects.
New Microsoft Gaming CEO Asha Sharma and Xbox Studios chief Matt Booty have released a candid internal assessment detailing severe underperformance across Xbox, including low profit margins, overinvestment in acquisitions, and hardware supply chain issues, calling for a wholesale 'Xbox reset.'
Microsoft's Xbox division faces ongoing turmoil with significant layoffs and studio reorganizations, impacting employee morale and signaling a challenging period for the gaming brand.
Microsoft is reportedly considering spinning off its Xbox division into a separate company or subsidiary as part of a broader restructuring, including layoffs and reevaluation of next-gen console plans.