By Andy Robinson
Publication Date: 2026-03-30 09:40:00
Microsoft’s new gaming CEO personally pulled Xbox’s ‘This is an Xbox’ marketing campaign as one of her first acts in charge, the company has claimed.
Asha Sharma was confirmed as Xbox boss Phil Spencer’s successor last month, and the executive appears to have moved quickly to make favourable moves, including repairing relationships with any fans disgruntled by the brand’s shift to multiplatform.
That includes engaging directly with Xbox owners on social media, and making sweeping commitments, including the “return of Xbox”.
According to a new report from Windows Central, Sharma’s first act after coming on board was to shut down the ‘This is an Xbox’ marketing campaign.
The advertising campaign promoted Xbox as a cross-device platform, notably on other companies’ products, such as Samsung and LG devices.
The campaign proved controversial with some players, who already perceived a diminishing value from owning an Xbox, after Microsoft’s decision to start putting…
