Microsoft retires “This is an Xbox” campaign
It looks like Microsoft is finally changing.
Microsoft has confirmed that its “This is an Xbox” marketing campaign has been retired. In a statement shared with Windows Central, a Microsoft spokesperson said Asha Sharma ended the campaign because it “didn’t feel like Xbox,” and added that she is “personally leading a reset of how we show up as a brand.”
That gives Microsoft’s first direct explanation for the campaign’s disappearance from official channels. The phrase had been used to position Xbox as something available across multiple device categories, including consoles, PCs, phones, TVs, handhelds, and cloud-enabled screens, rather than just dedicated Xbox hardware.
“Asha retired ‘This is an Xbox’ because it didn’t feel like Xbox. She is personally leading a reset of how we show up as a brand.”
— Microsoft spokesperson
The campaign originally launched through Xbox Wire in November 2024. Microsoft used it to promote a wider Xbox ecosystem built around Game Pass, cloud gaming, and device flexibility, with messaging that showcase many non-console devices as Xbox access points. Xbox later continued using the slogan in partner and platform announcements, including LG TV support in 2025 and the Meta Quest 3S Xbox Edition post in June 2025.
Source: Microsoft
Microsoft has not announced a replacement public campaign yet, but the company’s new comment makes clear that “This is an Xbox” is no longer the direction it wants to use for the brand. That is a shift from the earlier strategy, which focused on expanding the Xbox identity beyond the console itself.
The next-generation Xbox is expected to blur the line between PC and console even further. But the core issue remains unchanged, Xbox still has strong brand potential, and campaigns like this only weaken its identity.
Source: Windows Central
