After a fan poll, Microsoft’s new games boss is rebranding Xbox to ‘XBOX’

Microsoft’s gaming chief Asha Sharma asked fans whether the brand should be written as Xbox or XBOX, then adopted the all-caps version after it won the poll.

The rename follows Microsoft’s earlier move from Microsoft Gaming back to Xbox, as the company continues reshaping its gaming identity.

Microsoft is pairing the branding shift with a broader promise to listen more closely to players and rethink exclusivity decisions.

The change is meant to reassure Xbox fans and rebuild confidence in Microsoft’s gaming strategy.