Xbox is now XBOX

Xbox just allcapsmaxxed: Meet XBOX. This isn't a joke; Microsoft appears to be actually rebranding Xbox to XBOX. Asha Sharma, Xbox CEO, ran a poll on X earlier this week, asking fans whether Microsoft should use Xbox or XBOX.

The results were in favor of XBOX, and the company has now renamed its X account. Curiously, the Threads and Bluesky accounts for Xbox haven't been renamed yet, but if Microsoft is going ahead with a rebranding then I expect those will change soon.