Microsoft explained to Windows Central that the recent end of the “This is an Xbox” campaign happened after Asha Sharma became the new CEO of the gaming division.
It appears the rumors were true: Sharma was reportedly dissatisfied with the brand’s campaign direction, a feeling echoed by many Xbox staff. She ended the ‘This is an Xbox’ campaign because it didn’t align with her vision for the brand and is now leading an effort to redefine how Xbox presents itself.
We generally agree that recent Xbox marketing has emphasized its overall platform capabilities rather than focusing on the console itself. However, with the development of Project Helix, Xbox has a real chance to challenge PlayStation’s dominance in the console market, even though the current Xbox Series is a strong competitor. It will be interesting to see how Xbox presents itself moving forward, and we hope they prioritize the console experience this time around.
While it would be great to see changes to Game Pass’s pricing, that might not happen. Still, we’re excited about a renewed rivalry between the major players in the gaming world and welcome the competition that brings.
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2026-03-28 05:41