XBOX Branding Shift, Exclusivity Strategy Talks Amid Forza Horizon 6 Launch and Elite Controller Leaks

No doubt you've noticed that many changes have taken place at Xbox, as the headline itself suggests, and those aren’t even the regular changes brought by new updates. Some really unusual things seem to be happening over at Xbox lately. The first such change involves something as trivial as how you have to refer to Xbox from now on, which might seem insignificant, but is nevertheless intriguing.

After conducting a public poll for various ways of styling the name Xbox, the choice was made to go with the most exaggerated style there could be, which would mean writing the word "XBOX" in all caps every single time from now on.

The official account has already switched over completely, which makes the change feel much more permanent than people initially expected. 

On the other hand, the support pages and other sections of the ecosystem still need updating, and as a result, there is an odd stage where it is clear the branding process is not yet finished. Nonetheless, one can sense that, behind the scenes, Xbox has already been changing its image in many ways, all in a rather quiet fashion. As previously mentioned, Asha Sharma played a significant role in many of these new developments.

There is a brand-new boot-up animation, paired with an updated introduction sequence that looks much more modern and sleek than in previous versions. One can say these are just minor details in the gameplay experience, but when they appear, they certainly leave their mark. Profile customization settings have also been updated, allowing users to update their profiles with the latest visual elements from the branding campaign.

A lot of people seem to have switched over pretty quickly, too, which makes it feel like these smaller changes are landing much better than expected. Instead of feeling forced, they come across more like subtle upgrades that modernize the platform without completely changing its identity. Then there’s the much bigger conversation happening in the background. 

There’s growing talk that the company could rethink how exclusivity works going forward.

No doubt you've been hearing about the raging controversy concerning the exclusivity of Xbox games. What is proposed at this point is not making all big games absolute exclusives, but rather timed exclusivity based on the franchise. This strategy makes complete sense, given that Forza should be timed exclusively for XBOX first, then possibly distributed further.

It would be almost impossible to picture Microsoft having timed exclusivity of the Call of Duty series. However, the idea of Bethesda having timed exclusivity on their games has been getting traction recently. It has even been speculated about the timed exclusivity of other franchises, such as Elder Scrolls and Fallout.

There have been no official statements yet, though it is clear that discussion is ongoing, as Xbox was aware of players' discontent over first-party games appearing on PS and Nintendo devices. However, at the same time, there has been an unexpectedly good feeling about XBOX. There has been a period when all releases, improvements, and developments have been received more positively than before, and one major contributor to the current trend is Forza Horizon 6.

Early reactions to Forza Horizon 6 have been extremely strong, with some people already calling it one of the best entries in the series.

The review scores have started trickling in, putting the game at an average of 92 during early access. The user scores aren’t quite finalized yet since the game hasn’t launched, but it already looks like there will be tons of players. There was also talk of the rapid rate at which the title was generating money and engagement. Several sources have been reporting that the launch is already far outstripping expectations.

In fact, Asha Sharma did mention that Forza Horizon 6 became the most-played early access title in the entire series’ history. One of the major things that has become quite popular in discussions about the game has been the addition of mech races that have started popping up online. Many gamers who saw the videos for the first time believed the clips had been created by artificial intelligence because they were just too crazy.

But this is real footage, and the game itself turns out to be as insane and enjoyable as one would hope. There’s also a lot of praise for how consistent the series has become throughout the years. Several installments have received scores over 90, and the latest installment appears to be carrying on that trend.

Away from the games themselves, hardware is once again a major topic. 

There has been much talk recently about controllers, as more and more people flaunt their personalized Xbox controllers. However, the news surrounding this piece of hardware seems to emphasize XBOX's commitment to letting its players customize the experience. However, all attention is currently on the leaked Elite Series 3 controller, which is expected to be released by the manufacturer in the coming months.

According to leaked information, the new Xbox controller supports Wi-Fi 6, Bluetooth, a 3.5mm headphone jack, interchangeable D-Pad parts, trigger locks, and a new connection system that can switch between local and cloud modes. Of all the upgrades mentioned above, the cloud-focused one stands out the most as it fits perfectly with XBOX's cloud-based gaming strategy.

The battery configuration is also being discussed. Whereas earlier models had replaceable batteries, this model apparently does away with that practice. Such a move may not affect many people, but opinions are already divided among those who prioritize ease of use and those who value repairability.

Some of the leaked design changes are also getting mixed reactions. 

The new button fonts are skinnier and appear less bulky, and some individuals do not like this change upon first glance. Some users are unsure whether they will enjoy the revamped D-Pad and trigger-locking systems on the controller’s back end.

There is also an odd-looking wheel-shaped object at the bottom of the controller, which has yet to be fully explained. Some believe it may have something to do with charging capabilities or docking stations for the controller, though this remains speculation for now. In addition to the previously mentioned controller, another leaked Xbox controller design has emerged, geared toward cloud gaming.

Compared to conventional Xbox controllers, these controllers are significantly slimmer and smaller, almost appearing as if they were designed as portable gaming accessories rather than typical console controllers. This reception, on the other hand, has been more complicated. Many consumers perceive the product as lacking the weight of a typical Xbox controller, although the concept of cloud-based games is quite valid.

It would be accurate to say that this is how XBOX feels as a brand today. The company seems to be trying everything – from rebranding and platform development to creating new hardware and experimenting with cloud gaming, UI/UX, and gaming exclusivity. These innovations are sometimes very small while others are rather large-scale, and they all contribute to the impression that the brand is transforming before your eyes. It began with the debate about the capitalization of the word XBOX.