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

Microsoft’s new gaming CEO has seemingly rebranded Xbox for the second time in weeks.

Earlier this week, Asha Sharma polled followers on her X account about whether or not Microsoft’s gaming arm needs to be referred to as ‘Xbox’ or the all-caps model, ‘XBOX’.

After receiving over 19,000 votes, the latter, capitalized model gained out with 64%, and Sharma shared a picture of the official Xbox account, renamed ‘XBOX’.

The small but notable change comes weeks after Sharma rebranded Microsoft’s gaming division, beforehand referred to as Microsoft Gaming, again to easily ‘Xbox’. The exec additionally modified the Xbox brand to a traditional inexperienced colour, in one in every of many strikes geared toward profitable over followers.

Commenting on the choice to rebrand in April, Sharma mentioned the choice was made in an try to unify the gaming groups.

“Our best work happens when the full stack moves together,” she mentioned, in a observe credited to the Xbox management group. “Microsoft Gaming describes our structure but it does not describe our ambition. So, we are going back to where we started and changing our team’s name.”

Since changing Phil Spencer earlier this yr, Sharma has dedicated to performing on participant suggestions across the Xbox console expertise and its insurance policies.

Notably, Sharma has claimed that Xbox will “reevaluate” its method to exclusivity, suggesting she’s listening to the Xbox gamers who really feel the platform has misplaced worth attributable to Microsoft’s resolution to convey its first-party video games to PlayStation 5 and Nintendo Switch 2.