When Asha Sharma announced that Microsoft Gaming would be known as Xbox going forward, it felt like a pivotal moment for a struggling console brand. Apparently, the next best step was to refine it further, going from Xbox to XBOX.
This occurred after a poll on Twitter that asked, “Xbox or XBOX?” 64.8 percent voted in favor of the latter, seemingly unaware that it meant another rebranding. The official Twitter profile and Sharma’s LinkedIn have since reflected this change.
Unnecessary? Probably, but it garnered plenty of attention, much like other changes since she took over as CEO for the gaming division from the now-retired Phil Spencer. These include a new logo that pays homage to the OG Xbox, a new console start-up animation in a similar vein, and various improvements like toggles for Quick Resume.
Game Pass Ultimate and PC Game Pass also saw some surprising price drops, even if it meant future Call of Duty titles wouldn’t be available on day one. Of course, there have been plenty of high-level changes, including the appointment of three executives from the CoreAI division (which Sharma previously headed).
Several individuals have also been shifted – for example, Jason Ronald is now in charge of next-gen console Project Helix, while CVP of gaming ecosystem organisation Kevin Gammill resigned. CVP of Xbox devices and ecosystems, Roanne Sones, has also left her position but will return as an advisor.
Regardless, time will tell if this new rebranding sticks for longer than a month, so stay tuned for updates.
