As Identity festival Month 2025 enters its first week, Xbox has hush made a relocate that distinguishes it from most other major players in the video game industry. Without issuing a statement or making a devoted post, the trademark updated its profile images on X, Facebook, and Instagram to include rainbow-themed graphics—becoming the only major console manufacturer to acknowledge the observance in any public-facing way so far.

Notably, Xbox’s subtle update was not part of a broader campaign and went unaccompanied by any written message.

In prior years, Xbox had been far more vocal in its recognition of PRIDE.

In 2023, the company made a high-profile announcement promoting a partnership between Xbox Publishing and GLAAD, aimed at helping developers bring more identity-focused stories and characters into their games.

The statement, shared on June 1, 2023, called for a “more inclusive gaming community” and was accompanied by themed artwork and a link to an official Xbox News feature titled “Play with Pride.”

However, this year the firm