Windows Central reports that the Asha Sharma Xbox rebrand is now officially in motion, with the newly appointed Microsoft Gaming CEO personally spearheading a reset of the identity and having already moved to erase one of the division’s most visible and most mocked recent marketing efforts.
Earlier this month, Microsoft quietly began scrubbing its “This Is an Xbox” campaign from the internet, pulling trailers and deleting associated posts across platforms. A Microsoft spokesperson has since confirmed the reasoning: “Asha retired ‘This is an Xbox’ because it didn’t feel like Xbox,” adding that “she is personally leading a reset of how we show up as a brand.”
A busy start for the new Xbox boss
The rebrand is the latest in a series of early decisions from Sharma, who replaced Phil Spencer in the role. In her first five weeks, she has committed to a stated “return to Xbox” with renewed focus on consoles, overseen the initial reveals of next-generation hardware Project Helix, and is reportedly exploring a price reduction for Game Pass.
Killing the campaign, widely criticised both inside and outside Microsoft, now joins that list. By publicly tying her name to the rebrand, she has made clear she intends to own both its successes and its failures. That accountability is notable so early in her tenure, though the real test of her vision remains some way off.
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