Trending Now - Microsoft Retires 'this is an Xbox' Campaign for Brand Alignment

WHO:

Asha Sharma, Microsoft Gaming Chief

Microsoft Corporation

Satya Nadella, Microsoft CEO

Sarah Bond, former Xbox CEO

Phil Spencer, former Microsoft gaming boss

WHAT:

Asha Sharma retired the "This is an Xbox" marketing campaign.

The campaign was launched in November 2024.

The campaign suggested that devices like smartphones and Smart TVs could be considered Xboxes.

Microsoft confirmed the campaign's retirement through a spokesperson.

The PS5 Pro console price is set to increase by $150.

WHERE:

Microsoft Corporation (headquartered in Redmond, Washington)

WHEN:

The "This is an Xbox" campaign was announced in late 2024.

The campaign was still being promoted a few months prior to March 2026.

Microsoft plans to send alpha versions of Project Helix to developers in 2027.

WHY:

The campaign was deemed controversial and did not resonate with Xbox fans, as it "didn't feel like Xbox."

Asha Sharma is leading a brand reset for Microsoft.

HOW:

The decision to retire the campaign was made personally by Asha Sharma.

(UPDATED March 28, 2026 03:49 UTC)

Microsoft Gaming Chief Asha Sharma has officially retired the "This is an Xbox" marketing campaign, which was launched in November 2024 and aimed to broaden the definition of Xbox to include devices like smartphones and Smart TVs. The decision, made personally by Sharma, comes after the campaign faced criticism for not resonating with Xbox fans, as it "didn't feel like Xbox." In other news, the price of the PS5 Pro console is set to increase by $150, according to recent reports.