Microsoft's new gaming boss axed 'This is an Xbox' campaign because 'it didn't feel like Xbox' — Xbox brand undergoes transformation to redefine its identity

Tom's Hardware
Mar 28, 2026, 9:58 am182 ptsTrendingTop
The "This is an Xbox" marketing campaign was met with severe backlash from pretty much everyone outside Microsoft's top brass. Now, it seems like the brand is course-correcting with new Xbox chief Asha Sharma leading the charge for a rejuvenated Xbox, and personally killing the controversial campaign.

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