‘Xbox Or XBOX?’

Earlier this week, Xbox CEO Asha Sharma took to social media to poll fans on the branding of the word “Xbox” — she wanted to know whether people preferred the current version, or whether they wanted to see it in all capitals.

Her tweet racked up 2.1 million views, although only 19,000+ people actually ended up voting. The final results were significantly in favour of the all caps version, with just under 65% of fans choosing this option:

Following this, the official Xbox Twitter/X account rebranded to “XBOX” at the end of the week, and Sharma made sure to highlight it on her account.

Here’s what the CEO shared on Friday:

Interestingly, the folks over at The Verge contacted Microsoft for comment about this, and were simply referred to Asha’s tweet. They’re also of the belief that “Microsoft appears to be actually rebranding Xbox to XBOX”.

Does it actually matter for the majority of us? Not really. However, it might be yet another part of Asha Sharma’s strategy to return Xbox to its roots — it wasn’t uncommon to see Xbox stylised in all caps back in the OG era, not to mention in the vast majority of Xbox logos over the years.

At the very least, it shows that the CEO is listening to the fans on this topic, taking their feedback from the poll and implementing it within just a couple of days. We’ll have to wait and see whether it’s a wide-ranging rebrand or whether the all-capitals will be reserved for just specific instances, but either way, we’re curious to hear what you think about the change down in the poll and comments below.

What did you vote in the poll? Does it really matter how Xbox is stylised? Tell us in the comments.