"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."
"'This is an Xbox' was not born in a vacuum. Even if it was one person's idea, it was created in response to incentives within the company."
Microsoft has eliminated all references to the 2024 'This is an Xbox' marketing campaign, attributing the decision to new Xbox leader Asha Sharma. An unnamed spokesperson stated that Sharma felt the campaign did not resonate with the Xbox brand. This move reflects a broader strategy to revitalize Xbox's identity. The campaign was initially created to promote cloud gaming, but its removal suggests a shift in focus. The decision highlights internal conflicts within Microsoft regarding brand direction and business goals.
Read at Kotaku
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