Xbox is making yet another tweak to its identity, and this time it’s coming straight from fans’ feedback. Microsoft has quietly updated the Xbox account on X to read XBOX in all caps. It’s a small change on paper, but one that pulls the brand back toward its original 2001 look.
The shift to all caps follows a poll that Xbox’s new CEO Asha Sharma posted on X earlier this week, asking fans a simple question: “Xbox” or “XBOX”? The all-caps version won with a 64.8% majority of the 19,176 votes cast. Not long after, the @Xbox handle on X was swapped over to the new spelling.
The Verge was first to spot the change, and as of now, Xbox’s Bluesky and Threads accounts haven’t followed suit. Microsoft, when asked for comment, simply pointed The Verge back to Sharma’s original poll.
If you go back and dig through the Xbox archives, the all-caps treatment isn’t exactly new. The original Xbox console launched in 2001 with XBOX stylized in caps, and every console logo since has followed that convention — even though Microsoft itself has tended to spell the brand as “Xbox” in plain text. The caps version has always been there in the logo, just not in the everyday written usage.
This isn’t the first rebrand Sharma has greenlit since taking over as CEO. Earlier this year, she reverted the company’s gaming division back to “Xbox” after it had been operating under the “Microsoft Gaming” banner. This all-caps move feels like a continuation of that same effort — stripping away the corporate scaffolding, and leaning back into what fans already know.
Her team also recently dropped the price on Game Pass Ultimate, and Call of Duty games are being pulled from day-one Game Pass access, which is a notable shift after years of treating new Call of Duty drops as a marquee Game Pass perk. Whether more AAA titles get cut from the day-one lineup is anyone’s guess at this point, but it wouldn’t be surprising.
For now, the momentum is with Sharma — Xbox asked, fans answered, and they got what they wanted.