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Xbox Rebrands as XBOX, Unveils Strategic Shifts Under New CEO Asha Sharma
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Xbox Rebrands as XBOX, Unveils Strategic Shifts Under New CEO Asha Sharma

Xbox has officially rebranded as XBOX following a community poll where 65% of 19,000 voters preferred the uppercase title. Under new CEO Asha Sharma, the company is undergoing significant strategic changes, including the sunsetting of its Copilot initiative and the introduction of a new Game Pass tier tailored for Chinese gamers. These moves aim to address community and developer friction, signaling a faster, more community-centric approach for XBOX.

Vishal Kamal·1 min read

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