Asha Sharma, the CEO of Xbox, decided to rename the brand to XBOX following a Twitter poll. Sharma became head of Xbox in February 2026 and has since made several changes, especially to the company’s visual identity. In May, Xbox updated its logo and gave its consoles a new, retro-inspired startup screen. The new logo is black with a see-through neon green design, echoing the look of the original Xbox.
Even though Sharma has only been in charge for three months, fans have reacted positively to many changes she’s made. One key change is a price reduction for Xbox Game Pass, aiming to make it an affordable way for players to access a wide variety of games. As a result, new releases of Call of Duty won’t be included with the subscription, but Xbox players generally see this as a fair trade-off, since not everyone plays that particular series.
Xbox Changes Branding to XBOX
Xbox head Sarah Bond is known for listening to player feedback, and her latest move puts the community in charge. She recently posted a Twitter poll asking followers to choose between ‘Xbox’ and ‘XBOX’. While the capitalized version has been the standard for logos and much of their marketing, the lowercase version still appears elsewhere. This strategy is partly a nod to the popular Xbox 360 era. It also includes abandoning the ‘This Is An Xbox’ campaign – which expanded the brand to include devices like phones and PCs – and reverting Microsoft Gaming’s name back to simply Xbox.
A recent poll with over 19,000 votes showed that almost 65% of people preferred the name “XBOX” in all caps over “Xbox.” Following the poll, Xbox updated its social media to reflect the capitalized version, though they still sometimes use the lowercase version. While this change likely aims to show they’re listening to fans, it aligns with the broader approach of Xbox head Sharma, who has repeatedly emphasized her commitment to player feedback. She’s responded to requests for things like bringing back exclusive games, and has already taken action on other demands – for example, canceling the development of Copilot for Xbox. While their newest game, Forza Horizon 6, is only temporarily exclusive to Microsoft platforms, this demonstrates a willingness to address what players want.
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Sarah Bond has taken on a leadership role at Xbox at a challenging time, as the division hasn’t met Microsoft’s financial expectations in several years. She recently confirmed that Xbox revenue has decreased compared to last year and that improvements are needed. Bond has already begun implementing changes, signaling a new direction for the company, which has faced significant job cuts recently.
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With the successful launch of Forza Horizon 6, which is the first game released under her direction, Sharma is off to a strong start. The game quickly earned the highest ratings of the year and sold over a million copies just during its early access phase. While the financial impact of her focus on player experience won’t be fully known until the next financial report, the enthusiastic response from fans suggests a positive outcome for Xbox.
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2026-05-17 20:34