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It looks like Microsoft is going all in on an unexpected Xbox name change as it prepares for a brand new era.
The year 2026 will celebrate 25 years of Xbox this coming November since its first release that launched alongside fantastic titles such as Halo: Combat Evolved, Project Gotham Racing, Dead or Alive 3 and more.
Xbox wasn't an instant hit with many gamers, largely put off by the console design, which was very chunky and far less attractive than the PlayStation 2 and Nintendo GameCube. However, when gamers got to play the likes of Halo: Combat Evolved for the first time, it wasn't long before Microsoft’s first major console began to finally win over the masses.
Unfortunately for Microsoft, while it had seen huge success with its follow-up console, the Xbox 360, the same level of success wasn't shared with the Xbox One or the current consoles, the Xbox Series X/S. Yet, that hasn't stopped Microsoft from believing in its consoles, as indicated by its announced next-gen console and a rebranding.
While not its official name, Microsoft will be pinning a lot of its hopes on its next console, Project Helix, to reignite the battle with Sony’s PlayStation to take pole position in the next-gen war. Alongside that is a rebranding campaign, but it’s perhaps not the huge rebrand you might assume it to be.
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“It looks like Microsoft is dead serious about this Xbox to XBOX rebrand,” tweeted The Verge journalist, Tom Warren. Yes, that’s right, Microsoft’s rebranding of its console is to go all caps.
it looks like Microsoft is dead serious about this Xbox to XBOX rebrand pic.twitter.com/rM5iyNXqlD
— Tom Warren (@tomwarren) May 18, 2026
Sure, going from Xbox to XBOX might feel underwhelming, but it would make practically no marketing sense to change the name entirely, especially for a well-established brand. What’s more, as subtle as it is, going ALL CAPS is certainly more eye-catching on marketing material.
“If this is what Asha Sharma meant by the 'Return of Xbox' (an all-caps font), and not the return of exclusives, an actual marketing strategy, and actually competing with Playstation? Then I'm highly disappointed,” replied dornell00371165.
“Most pointless thing they’ve ever done, they’re just now realising the XBOX logo had all caps from the beginning,” exclaimed Unity-Chan.
“You know I'm not going to type out all capital, and I don't think it matters at all, but it has been good for getting people to talk about it. Hell, it was even trending on Twitter,” said PureFilth, making a very valid point.
I guess we’ll see the next stage of the Xbox rebranding and what the future may hold for gaming during the Xbox Showcase next month at Summer Game Fest. We’ll keep you updated when all the latest information drops.
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