Xbox CEO Asha Sharma changed the name of the Xbox brand to XBOX after a vote on Twitter. Sharma has taken charge In February 2026 from Phil Spencer as Xbox owner and has made many changes in the company, especially Its look and branding. In May, the company changed the Xbox logo and updated its current consoles with a matching nostalgic boot-up screen. The black logo features translucent neon green branding reminiscent of the original Xbox.
Despite holding the role for only three months, Sharma has made many changes which have been well received by fans. In particular, Xbox cut the price of Game Pass in an effort to return the service to its roots as an affordable option for gamers. While members are required to pay each month for the service, it allows them to choose from a large library of games that they wouldn't otherwise have access to. in return, Call of Duty The subscription service will no longer be available at launch, although this trade-off has been viewed positively by Xbox players, not all of whom play the popular shooter series.
Xbox Game Pass Ultimate is officially getting a price cut, but there's a catch
Microsoft Gaming CEO Asha Sharma announced price changes to Xbox Game Pass' Ultimate tier, but at the cost of missing out on a big day launch.
Xbox changes branding to XBOX
Sharma is known to get backlash from Xbox users, but the latest marketing trick has its players firmly in the driving seat. Posting a poll on Twitter, the CEO asked his followers to vote for Xbox or XBOX. The capitalized version of the Xbox name has been used frequently in logos and marketing over the years, but the lower case version is still used in other forms of writing. Part of Sharma's strategy is to return to the Xbox 360 era, which was the company's most successful. This included removing the 'This Is An Xbox' marketing campaign, which claimed various tech items such as phones and computers under the Xbox moniker, and changing the name of Microsoft Gaming back to Xbox.
The poll received more than 19,000 votes, with nearly 65% of respondents preferring the name XBOX to Xbox. Xbox's social media pages later changed to a fully capitalized name, although it still uses the lower-case version in posts and other writing. While the move is likely to pay lip service to players' choices, it's part of Sharma's broader stance on catering to Xbox users. She has repeatedly claimed that she is listening to player feedback, such as calls from players to bring back Xbox-exclusive games. While the latest release of Xbox, Forza Horizon 6Only a timed Microsoft exclusive, Sharma has already acted on other player demands, such as canceling development of Copilot for Xbox.
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Sharma stepped inside Xbox when Microsoft's revenue targets were not met for several years. After the latest financial report, she admitted that Xbox's revenue was down compared to the same quarter last year, and that work needed to be done to get Xbox back to its best. With the changes he has made in the past few months, Sharma seems determined to try a different approach at the company, which has seen thousands of layoffs over the past few years.
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Forza Horizon 6 It is the first Xbox Studios game launched under his leadership, and it has been released to great success. Not only was it quickly the highest-rated game of the year, but it sold over a million copies in its early access period alone. It won't be clear whether Sharma's player-forward approach translates into increased revenue for Xbox until the next fiscal quarter, but given the response from fans, things are looking positive.
