Overview
- Microsoft, in a statement Friday to Windows Central, said CEO Asha Sharma retired the “This is an Xbox” campaign and is leading a brand reset.
- The company had already scrubbed campaign web pages, trailers, and social posts earlier this month, with a few videos and merch lingering online.
- Launched in November 2024, the ads pushed playing Xbox games on PC, phones through cloud streaming, and smart TVs via partners like Samsung and LG.
- Sharma has moved Xbox messaging toward a console‑first stance, with early talk of the next console known as Project Helix.
- Many long‑time fans praised the rollback, while reporters say it highlights the challenge of growing cloud play without blurring Xbox’s hardware identity.