Microsoft Ends This is an Xbox Campaign

Microsoft has confirmed the discontinuation of its "This is an Xbox" advertising campaign, a move led by the company's new gaming chief, Asha Sharma, as part of a broader effort to realign the brand with its console heritage.

The campaign, which debuted earlier in 2024, aimed to present Xbox as a versatile platform available across devices including smartphones, laptops, smart TVs and partnerships with manufacturers like Samsung and LG. It emphasized cloud gaming and multi-device accessibility, effectively downplaying the traditional Xbox console in favor of a service-oriented ecosystem. However, the initiative quickly faced backlash from gamers who viewed it as a devaluation of Xbox hardware, especially amid Microsoft's strategy to release former exclusives such as Halo, Forza and Gears of War on competing systems like the PlayStation 5. Internal sources also reported dissatisfaction among employees, who felt the messaging undermined their work on console development.

A Microsoft spokesperson told Windows Central that Sharma, who assumed the role of CEO of Microsoft Gaming in February following Phil Spencer's retirement and Sarah Bond's departure from her position as Xbox...