Goodbye Xbox, Hello XBOX

Bringing Back That Noughties energy!

Don’t look now, but Xbox might be getting a lot louder. The gaming giant is apparently rebranding to XBOX—and no, that isn’t just a stuck caps lock key.

New CEO Asha Sharma recently took to X/Twitter to let fans decide the brand’s future, polling players on whether they preferred the classic Xbox or the bolder XBOX. After 19,000 votes, the shoutier version triumphed with a 65 percent majority. Following the poll, Sharma shared a sneak peek of a refreshed official page featuring the all-caps logo.

However, the rollout is currently inconsistent; platforms like Facebook, Instagram, and BlueSky are still using lowercase Xbox.

This cosmetic shift follows a series of major pivots under Sharma’s leadership. The company recently axed its AI Copilot project—once touted as a real-time gaming sidekick for titles like Minecraft—to focus on agility. Sharma has been vocal about the need to move faster and eliminate friction for developers and players alike. Beyond the name change, rumors are swirling about a specialized Game Pass tier for the Chinese market. But the main question is: are players ready for the noise?