Xbox has been rebranded as, er, XBOX.

No, that’s not me shouting at you, but is, in fact, how the company may be branding Xbox from here on in. Let me explain.

New CEO Asha Sharma popped up on X/Twitter during the week to poll players on their preference between Xbox and its shoutier sibling, XBOX. 19,000 votes later, XBOX won with almost 65 percent of the votes.

Two days after that, Sharma shared a screenshot of the refreshed official Xbox page, which shows the caplocked title: XBOX. Interestingly, though, the change hasn’t yet made it to the company’s official website or indeed any other social media channels on Facebook, Insta, BlueSky, and so on.

It is, of course, just the latest in what’s becoming a long line of tweaks and changes. Sharma recently revealed the company would be sunsetting the company’s Copilot initiative, which was once envisioned as an AI-driven “personal gaming sidekick”, designed to offer real-time advice in games such as Minecraft.

Sharma has also recently admitted Xbox “needs to move faster”, and “deepen [its] connection with the community, and address friction for both players and developers”.

According to another report – and hints from Sharma – Microsoft is rolling out a new tier of Game Pass specifically aimed at Chinese gamers.