Asha Sharma hasn’t been in charge of Xbox for very long. But she’s already doing things that are getting people talking. A social media poll she ran recently asked fans a surprisingly simple question, should the brand go back to writing its name as “XBOX” in full caps? Around 20,000 people actually did a vote on it. Roughly 65% said they wanted to change the name.
Xbox to XBOX
The all-caps version is actually how the brand looked when the original console launched in 2001. Dusting that off isn’t random, it’s the kind of move that says “we remember where we came from” without having to spell it out in a press release.
Sharma herself is an interesting choice for this role. She didn’t come up through gaming, she crossed over from Microsoft’s AI division, which made a lot of people in the industry raise an eyebrow when the appointment was announced. Phil Spencer, who she’s replacing, spent years steering Xbox toward a sprawling multi-platform model where first-party games started showing up on PS5 and Switch. That was a significant shift from the old “exclusives keep people on our hardware” playbook.
Whether Sharma keeps that going is the real question. Early signals suggest she might not follow Spencer’s approach wholesale, there’s talk internally of moving away from blanket multi-platform commitments toward judging each situation individually.
But that’s still mostly reading tea leaves. Publicly, she’s talked about getting back to Xbox’s core audience. What that actually looks like in practice, in terms of games, hardware, deals, nobody outside Microsoft really knows yet.
Read Also: Infinix Note 60 Pro Teased: Rear Matrix Display Coming 2026
About The Author
