Trending Now - Xbox Makes a Bold Statement by Going All Caps

WHO:

Kotaku - Asha Sharma is the CEO of Xbox.

The Verge - Asha Sharma is identified as the CEO of Xbox.

WHAT:

Kotaku - Xbox has officially rebranded to XBOX.

Kotaku - Asha Sharma conducted a poll on X asking users to choose between "Xbox" and "XBOX," with "XBOX" winning two-to-one.

The Verge - Microsoft has renamed its X account to XBOX.

The Verge - The rebranding to XBOX is a return to the original all-caps format used in the first Xbox logo.

WHERE:

The Verge - The rebranding announcement was made on the social media platform X.

WHEN:

Kotaku - The poll was conducted on May 13.

Kotaku - Asha Sharma updated her LinkedIn profile to confirm the rebrand to XBOX on May 16.

WHY:

The Verge - The rebranding is part of Asha Sharma's promise of a “return of Xbox,” which includes fan-focused updates and changes.

HOW:

Kotaku - The rebranding involved changing the Xbox X account’s name and username to XBOX.

The Verge - The rebranding follows recent organizational changes at Xbox, including a new logo and updates to Game Pass pricing.

(UPDATED May 16, 2026 17:21 UTC)

Asha Sharma has been named the CEO of Xbox, and the company has officially rebranded to XBOX, returning to the original all-caps format used in its first logo. The announcement came after a poll conducted by Sharma on X, where users overwhelmingly chose "XBOX" over "Xbox" by a two-to-one margin. This rebranding is part of Sharma's commitment to a "return of Xbox," which includes fan-focused updates and changes, and it follows recent organizational shifts within the company.