Xbox buries “This is an Xbox” and changes its course in a radical way

The change of course marks the beginning of a renovation in the Xbox strategy.

More stories in the category News

• This is what the new complete Xbox startup sounds and looks like: pure love
• Forza Horizon 6 is now available for pre-download on Xbox and PC prior to its release
• Get a new Xbox Series and Xbox One game for free now for a limited time

Microsoft Gaming is embarking on a new era after confirming the end of the “This is an Xbox” campaign, one of the most recognizable messages from the brand in recent years. The decision comes at a crucial time, with internal changes and a new direction that seeks to redefine Xbox’s positioning.

The information has been confirmed by a Microsoft spokesperson and shared by Jez Corden, who points directly to a strategic shift driven by the current head of the division. This is no minor move, as it affects one of the brand’s most visible communication pillars.

Xbox abandons “This is an Xbox” to redefine its brand identity

According to the details shared, Asha Sharma has decided to leave this slogan behind, considering that it no longer accurately represents what Xbox is today. The campaign had served to reinforce the idea of an open and multi-platform ecosystem, but now a different message is being sought.

This change fits into a broader intention: to renew the Xbox brand image at all levels, from communication to the way it presents itself to the public. Everything suggests that we are witnessing the beginning of a new strategy that will be defined in the coming months.

At Generación Xbox, we have already discussed the company’s recent moves in previous days, especially after events like the Xbox Partner Preview, where it was hinted that the brand is in full transition. With an eye on the future and projects like the next generation of hardware, this type of decision reinforces the idea that Xbox is preparing a deeper change than it seemed.