Microsoft renames Xbox account to XBOX after fan poll
Microsoft renamed its official Xbox account to XBOX on May 15, 2026 after an X poll of 19,176 votes in which 64.8% supported the all-caps spelling, part of CEO Asha Sharma’s brand reset.
Microsoft changed its official Xbox account name on X to XBOX on May 15, 2026 after a poll posted by CEO Asha Sharma. The poll drew 19,176 votes, with 64.8% favoring the all-capital spelling, and the account name was updated the same day.
Microsoft confirmed the alteration is a marketing decision rather than a legal rename and said the all-caps form will not replace the mixed-case spelling in official documentation. Xbox accounts on Bluesky and Threads continue to use the mixed-case “Xbox” spelling.
The all-caps styling matches the brand’s early identity: the original Xbox logo and later console logos for Xbox 360, Xbox One and Xbox Series X|S used uppercase lettering. In recent years Microsoft moved toward a mixed-case “Xbox” and a more minimalist logo.
Michael Guerin, a branding executive at Lippincott, described the updated logo as “tapping into a strong sense of nostalgia” and highlighted a return to early-2000s green with a glossier finish compared with the prior minimalist design. The capitalization change generated widespread discussion across fan forums and social platforms.
The account rename is one element of a series of changes since Asha Sharma became Xbox CEO in February 2026. On April 23, Sharma and Chief Content Officer Matt Booty published an internal memo titled “We Are Xbox” that retired the Microsoft Gaming label used since 2022, restored Xbox as a standalone identity and introduced a redesigned green, glossy logo. The memo also announced the revival of Xbox FanFest.
Microsoft previously used the Microsoft Gaming umbrella as part of a strategy tied to cloud gaming and mobile. As part of recent service adjustments, Game Pass Ultimate was reduced from $29.99 to $22.99 per month and PC Game Pass from $16.49 to $13.99.
Microsoft confirmed the rename and visual updates apply to the brand’s public presentation on certain platforms while legal and corporate names remain unchanged.
Previously, we reported that Ubisoft renewed a deal with Xbox Game Pass for Rainbow Six Siege and BLAST R6 esports for 2026–2027.
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