By Fraser Gilbert
Publication Date: 2026-03-27 16:12:00
It’s official, folks! Following a report earlier this week that suggested new Xbox boss Asha Sharma had directed the scrubbing of the “This is an Xbox” marketing campaign, it’s now been confirmed by a Microsoft spokesperson.
We don’t know who the spokesperson is, but they responded to Windows Central with a very short statement mentioning that the campaign “didn’t feel like Xbox” and that Asha Sharma is “leading a reset of how we show up”.
Here’s the statement:
“Asha retired ‘This is an Xbox’ because it didn’t feel like Xbox,” a Microsoft spokesperson explained. “She is personally leading a reset of how we show up as a brand.”
If you haven’t been following it, “This is an Xbox” refers to a controversial marketing campaign that Xbox first debuted in November of 2024, highlighting that you can play Xbox games on a PC, on your phone (through the cloud), on Smart TVs and various other devices. The campaign was an elaborate one that was still getting pushed just a few months ago, and…
