Updated March 27, 2026, at 4:49 p.m.
Microsoft has confirmed that Asha Sharma herself was the one who scrapped the marketing campaign.
“Asha retired ‘This is an Xbox’ because it didn’t feel like Xbox. She is personally leading a reset of how we show up as a brand.”
Original article
Shortly after taking office as president of Xbox last month, Asha Sharma quickly cleaned house and realigned the company’s overall strategy. The focus will now be on consoles and in-house games from Xbox Studios.
According to an article published by The Information, the “This is an Xbox” marketing campaign was scrapped at Sharma’s initiative. This slogan was intended to promote the idea that almost any device could function as an Xbox console, and was heavily criticized by long-time fans and could have impacted sales of the American company’s upcoming console.
In any case, all traces of “This is an Xbox” have been erased, be it on social media or even in terms of domain names registered online. That being said, a few YouTube videos have survived this purge.
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Author: 360 Technology Group
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