Xbox CEO Asha Sharma is making swift moves to refine the brand's identity and keep the chatter going.

On the 14th, CEO Asha Sharma took to her official X account to launch a poll: which branding do you prefer, 'Xbox' or 'XBOX'? The results were quite decisive, with 'XBOX' taking the crown with 64.8% of the vote.

Following the poll, CEO Sharma confirmed on the 16th that the official Xbox social media handle had been rebranded to XBOX. Some digital storefronts and logos have already followed suit. However, don't expect a total overhaul just yet; marketing materials and certain internal documents regarding the Xbox Series X/S consoles are still using the 'Xbox' styling.

Since Microsoft entered the home console race back in 2001, the two monikers have been used interchangeably. While the punchier 'XBOX' was usually reserved for logos and branding, 'Xbox' was the standard for formal documents. It remains to be seen whether this shift will finally bring some consistency to their marketing collateral.

CEO Asha Sharma has been proactive since taking the helm. She has already unveiled the new 'Helix' device and rebranded 'Microsoft Gaming' to 'Xbox' to clear up any lingering confusion. With moves like scrapping the console Copilot feature, she continues to show a swift pace of change.