Xbox changes course: the new CEO would have canceled the “This Is An Xbox” campaign after taking command

The new Xbox CEO would have eliminated the "This Is An Xbox" campaign to reposition the brand.

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Xbox is entering a new phase following the change in its leadership, and the first significant moves are already being noticed. One of the most striking has to do with the disappearance of the “This Is An Xbox” campaign, which generated a lot of debate among players for months.

This doesn’t come as a complete surprise. At Generación Xbox, we had already mentioned weeks ago that the campaign’s message wasn’t quite resonating with part of the community, and it was likely that Microsoft would adjust its strategy soon.

Xbox’s new CEO bets on redefining the brand after canceling the campaign

According to a report published by The Information, the decision to withdraw the campaign was driven directly by Asha Sharma, Xbox’s current CEO. Shortly after taking office, almost all traces of “This Is An Xbox” were removed from official websites and social media.

The measure not only responds to the controversy generated by the campaign but also to a change in focus. Sharma is reportedly seeking to strengthen Xbox’s identity as a reference console, without abandoning initiatives like Xbox Play Anywhere, but with a clearer message for the public.

This move also fits with the company’s current situation, which is working on the platform’s future with projects like Project Helix. The idea is to consolidate a more defined vision of what Xbox will be in the coming years, both in console and PC and services.

The change in leadership is already being felt, and everything indicates that we will see more decisions in this line in the coming months.