Microsoft’s new Xbox CEO killed the ‘This Is an Xbox’ campaign because ‘it didn’t feel like…’
Asha Sharma, Microsoft’s recently appointed Xbox CEO, personally axed the “This Is an Xbox” marketing campaign. A Microsoft spokesperson confirmed the move to Windows Central, saying Sharma is “personally leading a reset of how we show up as a brand.”
The campaign launched in November 2024 and did something no marketing playbook recommends—it told people they didn’t need to buy the product. Phones were Xbox. Tablets were Xbox. Smart TVs were Xbox. The actual Xbox console? Optional, apparently. All of this while Xbox hardware revenue was declining for a third straight fiscal year.
