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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PR damage from these bottom feeder trash influencers paid off. All honesty it was a bad move but Sarah, Phil, Aaron, and Matt all should have been fired long ago the damage goes back to Xbox One you can’t save this. Launching a console with no games even worse after having a generation with no games post launch is a disaster. How Phil wasn’t fired sooner is beyond me. Xbox was the edgy chud dude bro console not what Phil and Microsoft turned it into. The next Xbox will flop harder than Series X. Asha shows she is and cares too much what millennials think, they ruined everything entertainment. Gen Z matters and was ignored now approaching 30, Y2K is in peak Xbox was OG go back to that logo. Unless Xbox goes like MAGA hard they are screwed. Asha is not the face of that. They’d have been smarter getting the Kick guys Ed Craven and Adin to run Xbox.