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Earlier this week, Xbox CEO Asha Sharma took to social media to poll fans on the branding of the word "Xbox" — she wanted to know whether people preferred the current version, or whether they wanted to see it in all capitals.
Her tweet racked up 2.1 million views, although only 19,000+ people actually ended up voting. The final results were significantly in favour of the all caps version, with just under 65% of fans choosing this option:
Following this, the official Xbox Twitter/X account rebranded to "XBOX" at the end of the week, and Sharma made sure to highlight it on her account.
Here's what the CEO shared on Friday:
Interestingly, the folks over at The Verge contacted Microsoft for comment about this, and were simply referred to Asha's tweet. They're also of the belief that "Microsoft appears to be actually rebranding Xbox to XBOX".
Does it actually matter for the majority of us? Not really. However, it might be yet another part of Asha Sharma's strategy to return Xbox to its roots — it wasn't uncommon to see Xbox stylised in all caps back in the OG era, not to mention in the vast majority of Xbox logos over the years.
At the very least, it shows that the CEO is listening to the fans on this topic, taking their feedback from the poll and implementing it within just a couple of days. We'll have to wait and see whether it's a wide-ranging rebrand or whether the all-capitals will be reserved for just specific instances, but either way, we're curious to hear what you think about the change down in the poll and comments below.
Which Do You Prefer? (572 votes)
- Xbox
- XBOX
- I don't really have a preference!
What did you vote in the poll? Does it really matter how Xbox is stylised? Tell us in the comments.
Comments 35
I feel Xbox has been changing extremely rapidly lately. Did it really take for a change in a CEO for all of this to happen? Because I find that hard to believe personally. This all have to had been in talks for a long while beforehand… right?
Is this the third rebrand now? Just pivot to pc and have done with it 🙈
It's always been capitals in my mind
@Handy_Man I believe it is her work. It makes no sense for Phil team having all this positive great stuff planed and simply retire earlier than expected and not even be part of the 25 years celebrations. This is for sure Asha's doing.
Our right to permanently own and control that which we shell out $60, $70, $80 or more for is hanging by a thread. Games which could ship complete are instead shipping as blank discs in a case which are nothing more than download codes and people are concerned whether the brand name uses all caps or not? Get your priorities straight, people.
Who knew it was this easy to build goodwill with the few remaining Xbox fans and certainly a legion of astroturfing bots. She should change the font on the sticker inside the controller battery cover. 3 million likes easily.
I thought it was always supposed to be all CAPS
@Balaam_ forget the blank discs and download codes; even digital games are consistently launching in their worst state requiring patches to be at their best.
All capital letters for me, also it’s the only way I can write
As much as she's doing something stuff like this should be handled by your team's you employed. We didn't do this for Original Xbox or Xbox 360 id like to start seeing some announcements for some old IPs coming back for god's sake I have a great console that is the XSX and it really hasn't got much going for it that it should have because all the stupid moves they've done
I mean PS5 has been slightly underwhelming this gen as well but Xbox is on another level. They could change that but they just seem to be doing rubbish like this more
Not fussed what they do with the name, as long as we don't start typing XBOX like we're shouting at people.
Removed - unconstructive
Let's get out and vote!
Let's make our voices heard!
We've been given the right to choose between a douch and a t**d it's democracy in action put your freedom to the test!
A big fat t**d or a stupid douch which do you like best???
@dreadful She has been in the job a few months, do you honestly expect her to just announce a load of new games this soon? Be realistic.
Pretty safe bet to assume the xbox event next month will have plenty of new games announced.
xBoX
bEcAuSe I'm CoOl.
I will start typing it as Xobx because you will either assume I am dyslexic or spelling it backwards but will never be totally sure which one.
On a serious note though this seems like such a non thing to even care about. Right now all they seem to be doing with their PR is adding a new coat of paint to everything and telling people it's a new exciting time for Xbox and people are buying into the hype and going overboard with it.
I want them to do well and actually deliver but their PR overload over the past month hasn't actually changed anything but cosmeticlly. It will in reality take several months to a year before we start seeing any real changes.
So whenever people are talking about XBOX they have to scream the word XBOX 🤣.
At least it's not xxxBOxxx
@eduscxbox @Handy_Man You guys dont know ow how corporations work. This is not her doing its the corporate suits above her. She has been the head of Xbox for what a few months now what she has done takes longer to do then just a few months.
The corporate suites saw that what they were doing previously the whole This is an Xbox campaign and rising the price of Gamepass was hurting the brand. Sadly over the years they took away Phil's power to do anything and wanted him to be a puppet and go along with what they said. Their campaign didnt go as planned and instead of saying we ***** up they threw Phil under the bus like most corporations do. Now they bring in Sharma to appeal to the crowd and make it look like the coroporate idiots are fixing the mess. Look at her background, its not a gaming background its all PR do you honestly think she had any of these ideas several months ago. She's a corporate stooge to pacify the public and make the corporate suites look good. She's not doing this stuff for anyone but her corporate master because they are telling her to say that.
Oh just leave it as Xbox. My iPad autocompletes ‘xb’ to Xbox, what more do you want?!
I kinda feel like she’s changing anything that’s easy to be changed to make it look like a lot’s going on. That’s great but there’s much more fundamental issues that need sorting in my opinion and this feels like smoke and mirrors to an extent. I hope she’s just as busy behind the scenes making more important decisions.
EX-BAUX option missing.....
This is cool but I believe she should really address the 1st party exclusive issues on Xbox right now. Asha should keep Halo and Gears fully Xbox exclusive so the console can have an identity again because Xbox is suffering from a major Identity issue not games. I would also like a Xbox feature where the led lights home button on the console and controller an change color.
All caps is horrible! What are you all on about you lunatics?!?
I loved the XBOX during the first years 💚
I like XBOX because it's horizontally symmetrical.
@carlos82 same here
@Oppyz666 That sounds more like a very niche category you would find on certain websites.
Xbox for me, but it really doesn’t matter. Smart bit of PR though, shows you’re listening and willing to change things quickly without actually changing anything important.
XBox but I always been the odd one out.
This is faffing about for the sake of it. Nobody really cares and it makes so little difference to the brand.
Launch a new game initiative, change the current GP line up of plans, but don't gaslight us with such nothing and expect us to swallow it. Pleased they reduced GP prices, but lets do something else that itsnt blatant PR with no substance.
Mr Burns: "They are like trained seals - throw them a fish and watch them slap their fins together"
Change what matters...
Of all the silly things to waste time on. Why doesn't anyone ask Asha and the other clowns in the ivory tower why they're not phasing out Bethesda and Activision accounts to unite all Xbox games under the Xbox account system for player convenience and brand unity????
XBOX.
SEGA.
Mmmmm.
Xbox. All caps is stupid; it's just Boomers' screaming in Facebook coments.
But it's an extraordinarily stupid and pointless thing to debate.
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