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Xbox’s newly installed CEO Asha Sharma was the driving force behind Microsoft’s decision to quietly kill off the “This is an Xbox” campaign, according to a recent report by The Information. This has subsequently been confirmed by Microsoft. A spokesperson for the company told Windows Central that Sharma “retired” the marketing slogan because “it didn’t feel like Xbox.”
“She is personally leading a reset of how we show up as a brand,” the Microsoft spokesperson said.
All evidence of the campaign–save for a few YouTube videos–was scrubbed from the internet shortly after Sharma took the helm at Xbox earlier this month. According to “someone with direct knowledge of the move,” Sharma was the one who made the decision to end the campaign and remove it from Xbox’s various domains and social media accounts.
While Xbox is still pushing its “Play Anywhere” functionality, Sharma is also focused on rehabilitating Xbox’s console sales–Xbox hasn’t outperformed Sony and Nintendo consoles since 2008, after all. During her first town hall meeting with the team at Xbox’s Redmond, Washington HQ, Sharma said she wanted Xbox to be a “reference console”–that is to say, the ideal console against which every other console is judged.
“That resonated super well [with the
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