Microsoft's New Xbox CEO Asha Sharma Has Ended the "This Is An Xbox" Campaign

Microsoft has officially confirmed why new Xbox CEO Asha Sharma decided to retire the controversial "This Is An Xbox" marketing campaign shortly after taking over the role.

The campaign, which had been quietly removed from Xbox's website in recent weeks, left many fans and industry watchers wondering what was going on. Now, thanks to a statement obtained by Jez Corden of Windows Central, we finally have a clear answer.

A Microsoft spokesperson said, "Asha retired 'This is an Xbox' because it didn't feel like Xbox. She is personally leading a reset of how we show up as a brand."

Asha Sharma has retired Xbox's controversial "This Is An Xbox" campaign.

And honestly, that explanation makes a lot of sense given the baggage the campaign carried.

"This Is An Xbox" was built around the idea that Xbox is an "everywhere" platform. The intent was to show that gaming on Xbox doesn't require owning an Xbox console. It pushed Xbox Cloud Gaming through smart TVs, phones, and other devices, even partnering with brands like Samsung and LG to do so.

The problem? A marketing campaign that actively discourages consumers from buying your own hardware is a tough sell, both to the public and to your own internal teams. According to reports, several Xbox staffers felt that the campaign was undermining their work by promoting competing platforms rather than the Xbox brand itself.

The campaign was widely criticized and never quite landed the way Microsoft hoped. Websites dedicated to the campaign were eventually taken offline, which had people speculating whether it was a deliberate decision or just a quiet retreat. Now Microsoft has made it official.

Asha Sharma stepped into the Xbox CEO role following the retirement of Phil Spencer and the resignation of Sarah Bond. Before this role, she was working within Microsoft's AI division, but it is reportedly her experience growing large-scale online audiences, through stints at companies like Instacart and Facebook Messenger, that made her the right fit for the job.

Since joining, Sharma has been open about her vision for the brand. She believes the comeback of Xbox has to start with the games, particularly games that connect with players on an emotional level. She has also reportedly worked on cutting down internal red tape and speeding up the process of shipping updates and features. Xbox Series X and S consoles have started receiving new updates again after a noticeable dry spell, and staff morale appears to be picking up.

Looking further ahead, Sharma recently revealed the next-generation Xbox platform, codenamed Project Helix. As per reports, the console is expected to be a PC hybrid, with access to platforms like Steam and the Epic Games Store built right in. AMD has previously stated it is ready to support a 2027 launch for the next Microsoft console, though Microsoft itself has not committed to a specific release window.

The broader console market is not in great shape either. Nintendo reportedly cut production on the Switch 2 after missing internal targets, and Sony raised the price of the PS5 by $100 in the United States. So Sharma is stepping into a tough environment, but at least internally, the energy around Xbox seems to be shifting in a more positive direction.