Xbox is now XBOX

# 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) [](https://www.theverge.com/authors/tom-warren) 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)\. **Follow topics and authors**from this story to see more like this in your personalized homepage feed and to receive email updates\. - Tom Warren