Microsoft Retires 'This is an Xbox' as New Gaming Chief Resets Brand

Overview

• Microsoft said Asha Sharma personally ended the controversial 'This is an Xbox' campaign as part of a brand reset.
• The company removed official campaign pages from its site, confirming the shutdown reported by Windows Central and others.
• The ads pitched Xbox as a service on partner devices such as Samsung and LG, which drew fan backlash and reported staff frustration.
• Sharma has set three priorities for Xbox going forward: great games, the return of Xbox, and the future of play.
• Soon after, Microsoft shared early details of Project Helix, a next‑generation Xbox positioned as player‑first, with developer kits not expected until next year according to Eurogamer.