After Polling Fans, Xbox CEO Rebrands ‘Xbox’ to ‘XBOX’ Ahead Of Project Helix

Although Xbox is still standing amongst the likes of PlayStation & Nintendo, it is currently under construction with new leadership at the helm. New CEO Asha Sharma earlier in April shared the new ‘We Are Xbox’ testament with a proper purview of what intentions moving forward will be for the platform from Microsoft to find new success. One of the biggest moves Sharma is responsible for is severing Copilot support for the platform moving forward.

Additionally, next-generation Project Helix is a major focus as well for her new tenure at Xbox. Recently, we received a glimpse at what is to come it appears via the GDC presentation uploaded. And, a new boot up was also rolled out which correlates with the new Xbox logo as well. Elsewhere, Jason Ronald also expressed that new details for Project Helix are due soon sometime later this year so the wait will not be long for an update on the new console.

All things considered, you would assume that new changes would cease at least until the Xbox Games Showcase next month in June. But just this week, Sharma polled her followers on X on what direction the platform should go. As a result, over 64 percent voted for ‘XBOX’ to be the new titling for the platform moving forward.

This new stand on XBOX’s identity does also go full circle with how the platform was portrayed over two decades ago during its inception. Going in hand with original Xbox, former boss Ed Fries does elaborate that this coming generation does align with the original ambitions for the console in 2001. In an interview, he explained delivering PC to the living room finally being realized is a fulfilling sight.

Other plans underway for XBOX is preparing for its 25th anniversary. Back in 2024, it was shared with License Global magazine that the birthday celebration across both XBOX as well as Halo will be ramping up later on in 2026. You can read the full report by heading here.

Are you excited with the new XBOX branding?