Xbox CEO Changes Brand to XBOX

Recommended products

This page contains affiliate links. As an Amazon Associate, we earn a commission from purchases made through these links.

Xbox CEO Asha Sharma has implemented a significant rebranding initiative, officially changing the Xbox logo and name to all uppercase: XBOX. This decision followed an X poll where 64% of her followers favored the “XBOX” spelling over the traditional “Xbox.” The official Xbox profile on X has since been updated to reflect this change. These updates are part of broader strategic shifts under Sharma’s leadership since she was promoted to CEO of Microsoft Gaming in January 2022, succeeding Phil Spencer. Microsoft’s gaming ecosystem encompasses Xbox, PC, mobile, and cloud platforms. A major move during this period was Microsoft’s acquisition of Activision Blizzard for $68.7 billion. However, in a notable reversal, Sharma’s direction has revisited the decision to include Call of Duty games on Xbox Game Pass. The gaming division is also testing a new, more streamlined Xbox logo design. Furthermore, Sharma announced that Microsoft Gaming will now operate under the Xbox name. This rebranding aims to reconnect with long-time fans and re-emphasize Xbox’s role in the broader entertainment landscape. Previously, the console’s logo was altered to its classic green color, signaling a return to the brand’s origins.

Rebranding Microsoft Gaming to Align with Broader Ambitions and Listen to Fan Feedback under Asha Sharma’s Leadership

Sharma explained the decision to rename the gaming division as a move to unify game teams. She stated in April, “Our best work happens when everyone works together. Microsoft Gaming describes our structure but not our ambition.” Under Sharma’s leadership, the strategy involves addressing past issues, such as the Call of Duty situation with Xbox Game Pass. The team is prioritizing hardware, content, user experience, and services designed to appeal to daily gamers, with an expanded focus on PC and mobile platforms. Sharma noted, “Therefore, we’re going back to square one and changing our teams name.” These adjustments, though seemingly minor, have been well-received by fans, who perceive Sharma as actively listening to public feedback and steering the business in a corrective direction. The renaming of Microsoft’s main X account to match the “XBOX” branding further underscores this community-driven approach. Changes are also anticipated for Threads and Bluesky accounts. One of Sharma’s most popular decisions to date has been the reduction in Xbox Game Pass subscription prices, which was facilitated by the removal of Call of Duty from the service on its launch day.

In Case You Missed It

“In the ever-evolving world of gaming, there’s always something exciting happening! Jonathan Dubinski recently shared some thrilling news on Players for Life about the Legend of Zelda movie arriving three weeks earlier than expected in theaters. With Wes Ball directing and Bo Bragason and Benjamin Evan Ainsworth starring as Zelda and Link respectively, this film is a must-watch for any Zelda fan The Legend of Zelda Movie Arrives Earlier Than Expected in Theaters. Meanwhile, if you’re eager to stay ahead of the curve with Xbox news, check out Dubinski’s latest piece exploring their recent visual identity shift under CEO Asha Sharma. He dives into Xbox’s new uppercase logo and interface updates in ‘Xbox: New Logo, New Typography, New Interface – It’s Time for Change!’ Xbox: New Logo, New Typography, New Interface – It’s Time for Change!. Lastly, Sophie Laurent’s insightful article on Mixtape explores the intriguing disconnect between critical acclaim and player criticism. Despite praise from specialized press for its artistic direction, players are divided over gameplay and linearity. Laurent navigates this controversy surrounding Mixtape’s mixed reception in her latest piece Mixtape: A Praised Game by Press but Mocked and Criticized by Players?.”