Microsoft claims new gaming CEO killed This is an Xbox campaign ‘because it didn’t feel like Xbox’

Microsoft’s new gaming CEO personally pulled Xbox’s ‘This is an Xbox’ marketing campaign as one of her first acts in charge, the company has claimed. Asha Sharma was confirmed as Xbox boss Phil Spencer’s successor last month, and the executive appears to have moved quickly to make favourable moves, including repairing relationships with any fans disgruntled by the brand’s shift to multiplatform. That includes engaging directly with Xbox owners on social media, and making sweeping commitments, including the “return of Xbox”. Read More...

Mar 30, 2026 - 17:48

Microsoft claims new gaming CEO killed This is an Xbox campaign ‘because it didn’t feel like Xbox’

Microsoft’s new gaming CEO personally pulled Xbox’s ‘This is an Xbox’ marketing campaign as one of her first acts in charge, the company has claimed.

Asha Sharma was confirmed as Xbox boss Phil Spencer’s successor last month, and the executive appears to have moved quickly to make favourable moves, including repairing relationships with any fans disgruntled by the brand’s shift to multiplatform.

That includes engaging directly with Xbox owners on social media, and making sweeping commitments, including the “return of Xbox”.

Read More...

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