Microsoft's gaming brand Xbox has changed its official name from "Xbox" to "XBOX".

An online outlet, Gigazine, reported on May 16 that Xbox reflected the results of a user vote by changing the name of its official account on X and switching its handle from @Xbox to @XBOX.

The change is largely aimed at clearing up confusion over how the Xbox brand is written. The console logo has used the uppercase "XBOX", but official X (formerly Twitter) and YouTube accounts have used "Xbox", splitting users over which is the official name.

Xbox CEO Asha Sharma (아샤 샤르마) held a vote asking users which spelling was correct, "Xbox" or "XBOX". The final vote count was 19,176. "Xbox" received 35.2 percent and "XBOX" 64.8 percent. Xbox switched the name on its X account to "XBOX" in line with the result.

The brand naming has not been fully unified. As of the time of writing, Xbox's official YouTube, Threads and Bluesky accounts still use "Xbox". That means the process of standardising names by channel is not yet finished.

Microsoft, asked about the change, directed inquiries to Sharma's post instead of providing a separate explanation. It effectively presented the user vote and its result as the basis for the change rather than issuing an additional official position.

Looking only at brand history, the decision is not a completely new direction. Since the first Xbox, Microsoft has consistently used the uppercase "XBOX" on console logos. With product logos and social channel naming previously out of sync, some social channels have now moved to match the logo styling.

The shift is also linked to an organisational naming update. Just weeks earlier, Sharma changed the name of Microsoft's games division back to "Xbox" from "Microsoft Gaming". This time, the brand styling was adjusted again to "XBOX". It is being read as a move to realign both the gaming business organisation and the consumer-facing brand at the same time.

Sharma has recently been pushing several changes under the banner of an "Xbox revival". The outlet also mentioned a major price cut for Xbox Game Pass Ultimate and a halt to development of Copilot for consoles. That means organisational renaming, brand styling adjustments and service policy changes have continued over a short period.

That leaves the key question of whether the naming will be unified across channels. If X continues to use "XBOX" while other official channels keep "Xbox", debate over brand consistency could resume. Attention is on whether Microsoft will align the product logo, organisational name and social account naming under a single system.