Microsoft Renames Official Xbox X Account to XBOX

Microsoft has changed the branding of its official Xbox presence on the social media platform X, renaming its account from Xbox to XBOX, after the company’s CEO asked fans which version they preferred in a public poll.

The poll was posted by Asha Sharma on May 13 and asked users to choose between “Xbox” and “XBOX.” According to the results shared by Sharma, more than 19,000 votes were cast and the all-caps option won with 64.8% of the total. Two days later, on May 15, Microsoft updated the name on its official Xbox account to XBOX.

The shift is small but notable because it affects how the Xbox brand appears in one of its most visible channels, and it signals a broader effort by Sharma to reset the platform’s identity. Sharma took over as CEO earlier this year and has since overseen changes including the removal of the Microsoft Gaming branding in favor of “Xbox,” along with updates to the Xbox logo. In a note credited to Xbox leadership, Sharma said, Our best work happens when the full stack moves together.

The company’s rebrand also reflects a return to styling associated with the franchise’s earlier branding. Multiple console generations have used all-caps styling in their...