Microsoft is rebranding its Xbox gaming brand to XBOX. The change started with the official X account handle switching to @XBOX and the account name becoming XBOX. The move follows a poll run by new Xbox CEO Asha Sharma on X, where 64.8 percent of voters chose the all-caps name.
New CEO Asha Sharma polled the public
Xbox chief Phil Spencer departed in February 2026. Asha Sharma succeeded him and now describes herself as CEO of XBOX. Sharma ran the poll on X to gauge public opinion on the rebranding. The results showed strong support for the XBOX name.
The Xbox website, Instagram, Bluesky, and Threads still use the Xbox stylization. It remains unclear whether Microsoft plans to update those platforms to match the new branding. The company has not confirmed a timeline for a full rollout.
The rebranding appears to be a gradual process. Microsoft has not officially announced the change beyond the X account update. The company has not commented on whether the Xbox console or software will adopt the new name.
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