Xbox has updated its official page to use all-caps branding as XBOX. The change follows a poll run by new CEO Asha Sharma on X.
Microsoft's Xbox team refreshed its official page to show the name in capital letters. New CEO Asha Sharma ran the poll on X earlier in the week, and XBOX received nearly 65 percent of the 19,000 votes cast. She shared a screenshot of the updated page two days later, although the change has not yet appeared on the main website or other social channels.
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Xbox CEO Asha Sharma and chief content officer Matt Booty announced the gaming division is reverting from 'Microsoft Gaming' to simply 'Xbox.' In a memo shared on Xbox Wire following an all-hands meeting, they addressed player frustrations and pledged to reevaluate the approach to game exclusivity. The move signals a renewed focus on console as the foundation amid broader platform ambitions.
Asha Sharma, CEO of Xbox, has announced that the brand is now XBOX in all capital letters. The change follows a poll on X that favored the uppercase version by a two-to-one margin.
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Xbox leader Asha Sharma told staff in a memo that the company must make hard choices to build a stronger XBOX. The update follows a recent Game Pass price reduction that has improved subscriber growth.
Microsoft's Xbox division has hired Matthew Ball as chief strategy officer and Scott Van Vliet as chief technology officer, continuing the leadership adjustments under gaming boss Asha Sharma.
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Matthew Ball, Xbox's new chief strategy officer, has voiced strong support for traditional console gaming in his first public comments since joining the leadership team. He described the platform as important, durable, and still growing.
Xbox has sent bundles of Project Helix merchandise, including apparel and a signed card from CEO Asha Sharma, to content creators and influencers. Accessibility advocate Steve Saylor shared his excitement on social media.
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Xbox executives have clarified the company's approach to console exclusives following announcements at the Summer Game Fest.