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New Xbox CEO Asha Sharma has officially retired the controversial “This is an Xbox” marketing campaign. The initiative, which debuted in late 2024, sought to brand everything from smart TVs to handhelds as an Xbox, suggesting that dedicated hardware was optional. According to a Microsoft spokesperson, Sharma pulled the plug because the campaign “didn't feel like Xbox”.
The campaign had been a point of contention since its inception. The push was a hallmark of former Xbox president Sarah Bond's “Xbox Everywhere” strategy, which prioritised cloud and mobile reach over console sales. With both Bond and long-time leader Phil Spencer recently departing the company, Sharma is now steering the brand back toward its hardware roots by retiring the campaign, according to WindowsCentral.
Recent sales data indicates that the Xbox Series X|S is trailing significantly behind the Xbox One's performance at the same point in its lifecycle, currently sitting over 10 million units behind its predecessor's 61-month total. To counter this slump, Sharma is reportedly fast-tracking Project Helix, a next-generation PC-console hybrid.
KitGuru says: Do you think retiring the “This is an Xbox” campaign will help Xbox make a comeback?
