Xbox Is Rebranding Itself, Sort Of

"Earlier this week, Xbox CEO Asha Sharma put the following question to fans on social media: "Xbox" or "XBOX"? Out of the 19,176 votes cast, all caps XBOX was the clear winner with 64.8% of the total. Now, Microsoft has seemingly taken that to heart by rebranding the Xbox account on X with all-caps XBOX."

"The Verge was one of the first outlets to notice the change, and it notes that Xbox's Bluesky and Threads accounts have yet to reflect the slight renaming. When reached for comment by The Verge, Microsoft directed readers back to Sharma's poll on X. When the original Xbox console was released in 2001, its name was in all caps."

"Earlier this year, Sharma reverted Microsoft Gaming's name back to Xbox, so it's entirely possible that the XBOX spelling is back as well. This may be an exercise in branding and nostalgia for a time when Xbox was at its peak before the significant declines that the company has recently suffered in hardware and game sales."

"In the meantime, Xbox is lowering the price for Game Pass Ultimate. Additionally, the Call of Duty games will be removed from day-one Game Pass access. It's possible that more AAA titles could get dropped from Game Pass as well."

Microsoft changed the Xbox account name on X to all-caps XBOX after an Xbox CEO asked fans whether “Xbox” or “XBOX” should be used. The all-caps option won a poll with 64.8% of 19,176 votes. Xbox’s Bluesky and Threads accounts have not been updated yet. Microsoft pointed back to the poll when asked about the change. The original Xbox console launched in 2001 with an all-caps name, and later logos also used caps. The shift may reflect branding and nostalgia. The broader strategy includes lowering Game Pass Ultimate pricing and removing Call of Duty from day-one access, with potential further changes to Game Pass offerings.

Read at GameSpot