{"id":1940216,"date":"2026-05-17T15:25:41","date_gmt":"2026-05-17T12:25:41","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=1940216"},"modified":"2026-05-17T15:25:41","modified_gmt":"2026-05-17T12:25:41","slug":"xbox-is-now-xbox-apparently","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=1940216","title":{"rendered":"Xbox is now XBOX, apparently"},"content":{"rendered":"<article class=\"article \" data-ads=\"true\" data-article-type=\"news\" data-article-group=\"news\" data-paywalled=\"false\" data-premium=\"false\" data-sponsored=\"false\" data-type=\"article\">\n<header class=\"article_header\" data-component=\"article-header\">\n<div class=\"breadcrumbs\">\n<nav class=\"nav_breadcrumbs\" data-component=\"nav-breadcrumbs\" aria-label=\"Breadcrumb\">\n<ul class=\"nav-links\">\n<li>\n                <a href=\"https:\/\/www.eurogamer.net\/\" data-active=\"false\"><br \/>\n                      Home<br \/>\n                <\/a>\n            <\/li>\n<li>\n                <a href=\"https:\/\/www.eurogamer.net\/news\" data-active=\"false\"><br \/>\n                      News<br \/>\n                <\/a>\n            <\/li>\n<\/ul>\n<\/nav><\/div>\n<div class=\"headline_details\" id=\"main-content\">\n<h1 class=\"title\">Xbox is now XBOX, apparently<\/h1>\n<p class=\"strapline\">HI, I&#8217;M A SHOUTY MAN.<\/p>\n<\/p><\/div>\n<div class=\"headline_asset\">\n<figure class=\"headline_image_wrapper\">\n<p>        <img fetchpriority=\"high\" decoding=\"async\" class=\"headline_image\" src=\"https:\/\/assetsio.gnwcdn.com\/Screenshot-2026-05-17-at-16.20.39.png?width=570&amp;quality=85&amp;format=jpg&amp;dpr=3&amp;auto=webp\" alt=\"Xbox's Twitter account, where Xbox is stylised as XBOX\" loading=\"eager\" data-uri=\"Screenshot-2026-05-17-at-16.20.39.png\" data-lightbox width=\"570\" height=\"321\"><figcaption>\n          <span class=\"attribution\">Image credit: <cite>Xbox<\/cite><\/span><br \/>\n        <\/figcaption><\/figure>\n<\/p><\/div>\n<div class=\"metadata\">\n<div class=\"avatar\">\n<p>    <img loading=\"lazy\" decoding=\"async\" alt=\"Vikki Blake avatar\" src=\"https:\/\/assetsio.gnwcdn.com\/1533038852.jpg?width=2048&amp;height=2048&amp;fit=bounds&amp;quality=85&amp;format=jpg&amp;auto=webp\" style=\"aspect-ratio: 1\" width=\"180\" height=\"179\"><\/p>\n<p>  <img alt=\"Vikki Blake avatar\" data-autosize=\"crop_lossy\" data-uri=\"1533038852.jpg\" loading=\"lazy\" style=\"aspect-ratio: 1\" width=\"180\" height=\"179\">\n<\/div>\n<div class=\"text\">\n<div class=\"byline\">\n                  <span class=\"article_type\" data-slug=\"news\"><br \/>\n                    News<br \/>\n                  <\/span><\/p>\n<p><span class=\"by\">by<\/span> <span class=\"author\"><a href=\"https:\/\/www.eurogamer.net\/authors\/vikki-blake\">Vikki Blake<\/a><\/span>                    <span class=\"job_title\"><br \/>\n                      Contributor<br \/>\n                    <\/span>\n            <\/div>\n<div class=\"published_at\">\nPublished on <time datetime=\"2026-05-17T15:25:41+00:00\">May 17, 2026<\/time>              <\/div>\n<div class=\"comments\">\n      <a class=\"comments__link comments-bubble\" href=\"https:\/\/www.eurogamer.net\/xbox-is-now-xbox?view=comments\" rel=\"nofollow\"><br \/>\n          21 comments<br \/>\n      <\/a>\n    <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/header>\n<div class=\"article_body\" data-component=\"article-content\">\n<div class=\"article_body_content article-styling\">\n<p>Xbox has been rebranded as, er, XBOX.<\/p>\n<p>No, that&#8217;s not me shouting at you, but is, in fact, how the company may be branding Xbox from here on in. Let me explain.<\/p>\n<figure>\n<div class=\"video_wrapper youtube\">\n<a aria-label=\"Xbox Partner Preview | March 2026\" class=\"video-facade full-size\" data-platform=\"youtube\" href=\"https:\/\/www.youtube.com\/embed\/gf6hN1NvIQU?autoplay=1\" title=\"Click to play video from YouTube\"><br \/>\n<img decoding=\"async\" alt=\"Cover image for YouTube video\" class=\"video-facade__image\" loading=\"lazy\" src=\"https:\/\/i.ytimg.com\/vi\/gf6hN1NvIQU\/hqdefault.jpg\"><span class=\"video-facade__title\">Xbox Partner Preview | March 2026<\/span><\/p>\n<p><\/a>\n<\/div><figcaption>Xbox Partner Preview | March 2026.<a class=\"video\" href=\"https:\/\/www.youtube.com\/watch?v=gf6hN1NvIQU\" rel=\"noopener\" target=\"_blank\">Watch on YouTube<\/a><\/figcaption><\/figure>\n<p>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.<\/p>\n<div class=\"twitter_wrapper\">\n<div class=\"embed_wrapper\" data-domain=\"twitter.com\">\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">Xbox or XBOX?<\/p>\n<p>\u2014 Asha (@asha_shar) <a href=\"https:\/\/twitter.com\/asha_shar\/status\/2054625508462333983?ref_src=twsrc%5Etfw\">May 13, 2026<\/a><\/p><\/blockquote>\n<\/div>\n<p><span class=\"embed_placeholder\" data-type=\"targeting\"><br \/>\n<span class=\"message\">To see this content please enable targeting cookies.<\/span><br \/>\n<button class=\"optanon-show-settings link\"><br \/>\nManage cookie settings<\/button><\/span>\n<\/div>\n<p>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&#8217;t yet made it to the company&#8217;s <a href=\"https:\/\/www.xbox.com\/en-GB\/\">official website<\/a> or indeed any other social media channels on Facebook, Insta, BlueSky, and so on.<\/p>\n<p><span class=\"injection_placeholder\" data-position=\"1\"><\/span> <\/p>\n<div class=\"twitter_wrapper\">\n<div class=\"embed_wrapper\" data-domain=\"twitter.com\">\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"qme\">\ud83d\udc40 <a href=\"https:\/\/t.co\/4MHzmLsXNm\">pic.twitter.com\/4MHzmLsXNm<\/a><\/p>\n<p>\u2014 Asha (@asha_shar) <a href=\"https:\/\/twitter.com\/asha_shar\/status\/2055409655011332480?ref_src=twsrc%5Etfw\">May 15, 2026<\/a><\/p><\/blockquote>\n<\/div>\n<p><span class=\"embed_placeholder\" data-type=\"targeting\"><br \/>\n<span class=\"message\">To see this content please enable targeting cookies.<\/span><br \/>\n<button class=\"optanon-show-settings link\"><br \/>\nManage cookie settings<\/button><\/span>\n<\/div>\n<p>It is, of course, just the latest in what&#8217;s becoming a long line of tweaks and changes. Sharma recently revealed the company would be <a href=\"https:\/\/www.eurogamer.net\/xbox-ends-copilot-asha-sharma\">sunsetting the company&#8217;s Copilot initiative<\/a>, which was once envisioned as an AI-driven &#8220;personal gaming sidekick&#8221;, <a href=\"https:\/\/www.eurogamer.net\/microsoft-will-soon-add-ai-copilot-to-minecraft-offering-real-time-advice\">designed to offer real-time advice in games such as Minecraft<\/a>.<\/p>\n<p>Sharma has also recently admitted Xbox &#8220;needs to move faster&#8221;, and &#8220;deepen [its] connection with the community, and address friction for both players and developers&#8221;.<\/p>\n<p>According to another report \u2013 and hints from Sharma \u2013 <a href=\"https:\/\/www.eurogamer.net\/xbox-new-game-pass-tier-china-project-saluki\">Microsoft is rolling out a new tier of Game Pass specifically aimed at Chinese gamers<\/a>.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"preferred-source\" data-component=\"preferred-source\">\nLove Eurogamer.net? Make us a <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.google.com\/preferences\/source?q=https:\/\/www.eurogamer.net\">Preferred Source on Google<\/a> and catch more of our coverage in your feeds.  <\/div>\n<\/article>\n<div class=\"article_body\" data-component=\"article-content\">\n<div class=\"article_body_content article-styling\">\n<p>Xbox has been rebranded as, er, XBOX.<\/p>\n<p>No, that&#8217;s not me shouting at you, but is, in fact, how the company may be branding Xbox from here on in. Let me explain.<\/p>\n<figure>\n<div class=\"video_wrapper youtube\">\n<a aria-label=\"Xbox Partner Preview | March 2026\" class=\"video-facade full-size\" data-platform=\"youtube\" href=\"https:\/\/www.youtube.com\/embed\/gf6hN1NvIQU?autoplay=1\" title=\"Click to play video from YouTube\"><br \/>\n<img decoding=\"async\" alt=\"Cover image for YouTube video\" class=\"video-facade__image\" loading=\"lazy\" src=\"https:\/\/i.ytimg.com\/vi\/gf6hN1NvIQU\/hqdefault.jpg\"><span class=\"video-facade__title\">Xbox Partner Preview | March 2026<\/span><\/p>\n<p><\/a>\n<\/div><figcaption>Xbox Partner Preview | March 2026.<a class=\"video\" href=\"https:\/\/www.youtube.com\/watch?v=gf6hN1NvIQU\" rel=\"noopener\" target=\"_blank\">Watch on YouTube<\/a><\/figcaption><\/figure>\n<p>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.<\/p>\n<div class=\"twitter_wrapper\">\n<div class=\"embed_wrapper\" data-domain=\"twitter.com\">\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">Xbox or XBOX?<\/p>\n<p>\u2014 Asha (@asha_shar) <a href=\"https:\/\/twitter.com\/asha_shar\/status\/2054625508462333983?ref_src=twsrc%5Etfw\">May 13, 2026<\/a><\/p><\/blockquote>\n<\/div>\n<p><span class=\"embed_placeholder\" data-type=\"targeting\"><br \/>\n<span class=\"message\">To see this content please enable targeting cookies.<\/span><br \/>\n<button class=\"optanon-show-settings link\"><br \/>\nManage cookie settings<\/button><\/span>\n<\/div>\n<p>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&#8217;t yet made it to the company&#8217;s <a href=\"https:\/\/www.xbox.com\/en-GB\/\">official website<\/a> or indeed any other social media channels on Facebook, Insta, BlueSky, and so on.<\/p>\n<p><span class=\"injection_placeholder\" data-position=\"1\"><\/span> <\/p>\n<div class=\"twitter_wrapper\">\n<div class=\"embed_wrapper\" data-domain=\"twitter.com\">\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"qme\">\ud83d\udc40 <a href=\"https:\/\/t.co\/4MHzmLsXNm\">pic.twitter.com\/4MHzmLsXNm<\/a><\/p>\n<p>\u2014 Asha (@asha_shar) <a href=\"https:\/\/twitter.com\/asha_shar\/status\/2055409655011332480?ref_src=twsrc%5Etfw\">May 15, 2026<\/a><\/p><\/blockquote>\n<\/div>\n<p><span class=\"embed_placeholder\" data-type=\"targeting\"><br \/>\n<span class=\"message\">To see this content please enable targeting cookies.<\/span><br \/>\n<button class=\"optanon-show-settings link\"><br \/>\nManage cookie settings<\/button><\/span>\n<\/div>\n<p>It is, of course, just the latest in what&#8217;s becoming a long line of tweaks and changes. Sharma recently revealed the company would be <a href=\"https:\/\/www.eurogamer.net\/xbox-ends-copilot-asha-sharma\">sunsetting the company&#8217;s Copilot initiative<\/a>, which was once envisioned as an AI-driven &#8220;personal gaming sidekick&#8221;, <a href=\"https:\/\/www.eurogamer.net\/microsoft-will-soon-add-ai-copilot-to-minecraft-offering-real-time-advice\">designed to offer real-time advice in games such as Minecraft<\/a>.<\/p>\n<p>Sharma has also recently admitted Xbox &#8220;needs to move faster&#8221;, and &#8220;deepen [its] connection with the community, and address friction for both players and developers&#8221;.<\/p>\n<p>According to another report \u2013 and hints from Sharma \u2013 <a href=\"https:\/\/www.eurogamer.net\/xbox-new-game-pass-tier-china-project-saluki\">Microsoft is rolling out a new tier of Game Pass specifically aimed at Chinese gamers<\/a>.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Home News Xbox is now XBOX, apparently HI, I&#8217;M A SHOUTY MAN. Image credit: Xbox News by Vikki Blake Contributor Published on May 17, 2026 21 comments Xbox has been rebranded as, er, XBOX. No, that&#8217;s not me shouting at you, but is, in fact, how the company may be branding Xbox from here on [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[226,253],"class_list":["post-1940216","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-crawlmanager","tag-eurogamer-net"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1940216","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1940216"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/1940216\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1940216"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1940216"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1940216"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}