xbox CEO Asha Sharma changed the Xbox brand name to XBOX after a Twitter vote. Shama took over Phil Spencer was appointed president of Xbox in February 2026 and brought several changes to the company, most notably: Its shape and branding. In May, the company changed the Xbox logo and updated its current console with a nostalgic boot screen. The black logo features translucent neon green branding reminiscent of the original Xbox.
Even though Shama only played the role for three months, she made a lot of changes and received positive reviews from fans. Xbox, in particular, has cut the price of Game Pass in an attempt to return the service to its roots as an affordable option for players. Subscribers must pay monthly for the service, but it allows them to choose from a large library of games they wouldn't otherwise have access to. In return, call of duty Although it will no longer be available on the subscription service at launch, this trade-off appears to be a positive one for Xbox players, but not all players who play the popular shooter series.
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Xbox changes branding to XBOX
Sharma has been known to get feedback from Xbox users, but his latest marketing ploy puts players firmly in the driver's seat. The CEO posted a poll on Twitter, asking his followers to vote for Xbox or XBOX. The uppercase version of the Xbox name has been frequently used in logos and marketing for many years, but the lowercase version is still used in other forms of writing. One of Sharma's strategies is to recall the Xbox 360 era, which was one of the company's most successful eras. This includes removing the 'This Is An Xbox' marketing campaign, which claimed various technology items such as mobile phones and computers under the Xbox name, and changing Microsoft Gaming's name back to Xbox.
The poll garnered over 19,000 votes, with nearly 65% of respondents preferring the XBOX name over Xbox. Xbox's social media pages later changed to an entirely uppercase name, but posts and other writings still use the lowercase version. This move likely just pays lip service to player choice, but it's part of Sharma's broader stance to serve Xbox users. She has often claimed that she is listening to player feedback, such as their requests to bring back Xbox exclusive games. While this is the latest release from Xbox; Forza Horizon 6is only a limited-time Microsoft exclusive, and Sharma has already acted on other player demands, including canceling development of Copilot for Xbox.
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Sharma took things a step further at Xbox, which has failed to meet Microsoft's revenue targets for years. Following her last financial report, she acknowledged that Xbox's revenue was down compared to the same quarter last year and that work is needed to get Xbox back to its best. With the changes she has already made over the past few months, Sharma seems determined to try a different approach at a company that has seen thousands of devastating layoffs over the past few years.
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Forza Horizon 6 was the first Xbox Studios game released under her leadership, and was released to great success. Not only did the game quickly become the highest-rated game of the year, it sold over a million copies during early access alone. It's unclear whether Sharma's player-oriented approach has translated into increased revenue for Xbox by the next fiscal quarter, but judging by the response from fans, things are looking positive.
