Xbox is now XBOX

Microsoft appears to be rebranding Xbox as XBOX, beginning with its X social account.

The change came after a poll favored the all-caps version, though other Xbox accounts have not been updated yet.

The move follows a series of gaming division, branding, and organizational changes under Xbox CEO Asha Sharma.

It suggests Microsoft is continuing a broader reset of its gaming strategy and brand identity across consoles, services, and social platforms.