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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Microsoft has confirmed that gaming CEO Asha Sharma retired the controversial 2024 'This is an Xbox' campaign, stating it 'didn’t feel like Xbox,' as part of a brand reset emphasizing console roots. The move follows fan and internal backlash, amid leadership changes and next-gen Project Helix hardware plans.
Phil Spencer, who has led Microsoft Gaming for over a decade, announced his retirement after 38 years with the company. Asha Sharma, currently heading Microsoft's CoreAI division, will succeed him as CEO of Microsoft Gaming. The changes also include the resignation of Xbox President Sarah Bond and a promotion for Matt Booty.
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Xbox CEO Asha Sharma announced a continued collaboration with Discord to make Game Pass more flexible for players. The update follows a recent price reduction for the subscription service. More details on the partnership are expected soon.
Microsoft detailed its next-generation Xbox console, Project Helix, at the 2026 Game Developers Conference, highlighting a custom AMD SoC for Xbox and PC games, advanced ray tracing, AI upscaling, and alpha developer kits shipping in 2027. The announcements include platform convergence, game preservation efforts, and follow recent leadership changes.
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Microsoft has seen further departures from its Xbox leadership, with corporate vice president Lori Wright and gaming AI general manager Haiyan Zhang both leaving after over a decade each. Zhang is joining Netflix's gaming team. These exits follow Xbox CEO Phil Spencer's recent retirement and other high-level changes announced last month.