Asha Sharma Thought ‘This Is An Xbox’ Campaign Didn’t Feel Like Xbox

The reason that new Xbox CEO Asha Sharma retired the “This Is An Xbox” campaign has been revealed.

In recent weeks, we noticed that the “This Is An Xbox” marketing campaign has been removed from the brand’s website. New details have since emerged explaining why the new CEO decided to discontinue the entire campaign.

Jez Corden of Windows Central received an official statement from Microsoft regarding the end of that particular marketing campaign. As it turns out, Asha Sharma’s remarks about leading the return of the Xbox brand weren’t just words. There are actions behind those words, and she didn’t feel that particular strategy reflected her vision for the Xbox brand.

“Asha retired ‘This is an Xbox’ because it didn’t feel like Xbox,” a Microsoft spokesperson explained. “She is personally leading a reset of how we show up as a brand.”

More on Asha Sharma’s Plans for the Xbox Brand

Since the retirement of Phil Spencer and the resignation of Sarah Bond, Asha Sharma has been very vocal about what she sees as the pathway forward for Microsoft’s gaming division. Sharma, who was previously working in Microsoft’s AI department, has noted that she feels the return of Xbox starts with the games. She also wants to create games that emotionally resonate with players.

The Xbox brand is also working on its next-generation platform. Codenamed Project Helix, the expectation is for the next console to be a PC hybrid. AMD has previously stated it is prepared to support a 2027 launch of the next Microsoft console. Microsoft, on the other hand, isn’t committing to a hard launch date.

Recently, Xbox held a partner showcase, announcing several new games coming to all its platforms and Xbox Game Pass. Check out the full list of announcements here.

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