Microsoft says its short-lived "This is an Xbox" marketing campaign was scrapped as it "didn't feel like Xbox"

Microsoft has confirmed that new gaming CEO Asha Sharma chose to scrap the controversial “This is an Xbox” campaign shortly after stepping into the role, as it did not accurately reflect the iconic brand.

The details:

• The marketing campaign was unveiled in late 2024 and was intended to showcase the ability to play Xbox titles on various devices, ranging from mobile phones to TVs and more, through cloud streaming using Game Pass Ultimate. However, reception to the marketing strategy was mostly negative, with fans highlighting that Xbox was already trailing its competitors, PlayStation and Nintendo, in hardware sales and that the campaign suggests players no longer need an Xbox console at all.
• In a new statement to Windows Central, Microsoft has confirmed that the campaign has come to an end shortly after Sharma stepped into the role of Microsoft Gaming’s CEO earlier this year following Phil Spencer’s departure. "Asha retired 'This is an Xbox' because it didn't feel like Xbox," the Microsoft spokesperson explained. "She is personally leading a reset of how we show up as a brand."
• Despite concerns surrounding Sharma’s background in AI, the new boss has confirmed that Xbox will undergo a “brand reset” that sees it return to its past of being a console-focused brand going forward, receiving a mostly positive response from fans. The platform aims to now be a “reference point” for gaming consoles and focus on promoting its first-party offerings rather than pushing them to the side in favor of pushing Game Pass.