"Asha Sharma, the newly appointed Xbox CEO, ran a poll on X, asking gamers whether they preferred Xbox or XBOX. The latter won with 64.8% of over 19,000 votes. Soon after, Sharma highlighted how its social account on X had changed its name to reflect the winner, switching both its display name and username to XBOX."
"While the X account has been retooled, Microsoft hasn't switched it out on other platforms, leaving its Bluesky, Facebook, Instagram, and Threads as Xbox. There's no sign of any changes in Microsoft's other marketing materials or on its website."
"Sharma's original post didn't suggest the poll results would amount to a rebrand or any other action from Microsoft, so rather than an overarching change, it may just be a fun Easter egg. However, if this naming sticks, we may begin to see Microsoft use XBOX as the console's full name in marketing materials and when announcing new titles."
"This minor change comes after recent moves saw it revert its Microsoft Gaming division back to Xbox, revamp its logo with a nod to the older design, and drop the "This is an Xbox" campaign, which some felt took focus away from Microsoft's consoles. Alongside these changes, Xbox reduced the price of Game Pass by removing day-one Call of Duty releases."
A public poll on X asked gamers whether the brand should be written as Xbox or XBOX. The option XBOX won with 64.8% of more than 19,000 votes. After the poll, the Xbox CEO noted that the Xbox social account on X changed its display name and username to XBOX. Other social platforms still show Xbox, including Bluesky, Facebook, Instagram, and Threads. No changes appear on Microsoft’s website or in other marketing materials. The shift may be a small Easter egg, but if it continues, Xbox could use XBOX more consistently in marketing and game announcements. Recent branding and pricing changes also occurred, including a Game Pass price reduction and removal of certain AI features.
Read at PCMag Australia
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