The new head of Microsoft’s gaming division, Asha Sharma, continues to reshape the well-known brand. From now on, the popular gaming trademark will be spelled entirely in capital letters – XBOX.
Before making it official, Sharma launched a poll on the X platform to ask fans which option they preferred. Over 19,000 people participated, with the all-caps version securing nearly 65 percent of the votes, prompting the official account to quickly update its handle.
This marks another step by the new leader to refresh the brand’s identity. Just weeks ago, she dropped the Microsoft Gaming title to reinstate the Xbox name, bringing a refreshed logo back into active rotation.
According to Sharma, the core goal of the rebranding is to unite all gaming teams under a single name. She stated that the Microsoft Gaming corporate phrasing merely described the internal structure rather than reflecting its actual ambitions.
Meanwhile, the exclusivity policy remains one of the most debated topics among the community. The executive has already hinted that XBOX might review its strategy for releasing first-party games on competing platforms, following previous backlash from console owners over moving major releases to PlayStation 5 and Nintendo Switch.
