All articles tagged with #xbox branding
New Xbox CEO Asha Sharma tells staff that 2026 progress includes a branding shift to XBOX and a Game Pass price drop that boosted sign-ups and retention, but warns that durable growth will require hard choices and continued rapid execution.
Xbox CEO Asha Sharma ran a social poll asking whether the brand should be styled as 'Xbox' or in all caps 'XBOX'; about 65% favored the all-caps option, the official Xbox account briefly rebranded to XBOX, and The Verge noted a possible rebrand. The move appears to lean into Xbox’s roots, though it’s unclear whether changes will be broad or cosmetic.
Microsoft is shifting its console branding to XBOX, with CEO Asha Sharma gauging player preferences via a poll and a refreshed official page showing the uppercase branding. The change is not yet reflected across all social channels. Sharma has also indicated Xbox needs to move faster, sunset its Copilot AI initiative, and Microsoft is reportedly planning a new Game Pass tier aimed at Chinese gamers, all part of broader efforts to deepen ties with players and developers.