Microsoft's gaming division is rebranding itself with a new name, written entirely in capital letters. The switch from Xbox to XBOX follows a social media poll conducted by new CEO Asha Sharma and marks the next step in a purely superficial restructuring.
The return of the Caps Lock key
The brand's official channel on platform X has already been renamed to all caps. The accounts on Threads and Bluesky are still using the classic spelling for now, but a complete change in the digital space is considered a formality.
There is no official studio statement regarding the reasons behind the change. When asked, Microsoft simply referred to Sharma's social media post. The corporate identity change revives the visual design of the very first console generation from 2001, where the logo was also in all caps. Later hardware iterations, such as the Xbox 360 or the current Xbox Series X/S, have only used the all-caps version temporarily for packaging designs.
There's no real added value behind the visual correction. Asha Sharma has been pushing forward a restructuring for weeks, which so far has consisted mainly of symbolic actions. Just a few weeks ago, she completely eliminated the overarching Microsoft Gaming division and renamed the division Xbox. This was followed by the introduction of a new boat animation for the consoles and adjustments to the Xbox Game Pass pricing.
In parallel, the platform team is undergoing a reorganization, which, according to internal emails, is intended to improve customer proximity. However, the hardware sales figures are not stabilizing as a result of the changed spelling; in fact, they appear to have declined internally.
The brand change was decided by a simple vote among followers on X. The majority voted for the all-caps version. This won't increase console sales. And when arguments fail, you just write louder.
That changes everything <3
Oh, what a revolution 😹 Everything in capital letters, this will finally be the long-awaited breakthrough for the Xbox! Hahahahah
It's about brand identity, just like with the first Xbox, back to the roots. That's not such a bad idea; what does the black and white PlayStation stand for today? All the glyphs on the controller are neutral—wow, how intuitive. If Sony keeps going like this, they'll eventually reach a point where... well, we'll think that's a good thing, because... for reasons.
What should Sony change? Maybe change everything from Playstation to PLAYSTATION in all caps? What glyphs should they put on the controller? To me, you're a Playstation hater, and it seems you have mental issues with your pointless comments on this website. HAHAHA