Microsoft updates Xbox social media handle to XBOX following fan vote
The change on X reflects a broader strategic shift by Xbox leadership to revert to the division’s historic name, though updates on other platforms remain pending.
Microsoft has updated the name of its gaming division’s account on X from Xbox to XBOX, utilising all capital letters. The modification follows a poll conducted by Xbox CEO Asha Sharma, in which users voted in favour of the stylised branding. The company declined to provide a direct comment on the update, referring inquiries instead to Sharma’s original poll post.
The all-caps styling marks a return to the visual identity used for the original Xbox console. This design convention was subsequently adopted for the Xbox 360, Xbox One, and Xbox Series X/S consoles. The change is part of a wider initiative by Sharma to restore the division’s historic name, a move that followed the recent removal of the "Microsoft Gaming" title.
The rebranding effort is situated within Sharma’s stated strategy to deliver a "return of Xbox." This approach has included fan-focused console updates, adjustments to Game Pass pricing, and a new boot-up animation. Last week, Sharma outlined organisational changes to the Xbox platform team, aiming to create a more affordable and open platform.
At present, the name change is limited to the X account. The division’s accounts on Threads and Bluesky have not yet been updated to reflect the new branding. It remains unclear whether these platforms will be updated to match the X handle or if the shift is restricted to a single channel.
The scope of the rebrand is currently defined by social media handles and visual styling. It has not been confirmed whether this constitutes a permanent, comprehensive corporate rebrand or a temporary stylistic adjustment. The division continues to operate under the Xbox name following the scrapping of the Microsoft Gaming title.
