After the arrival of the new CEO of Microsoft Gaming Asha Sharma, many have noticed that, from the official Microsoft websites and social networks, all traces of the controversial "This is an Xbox" campaign had completely disappeared; Microsoft has now officially confirmed to Windows Central the end of this marketing initiative, launched in 2024 with the aim of promoting an ecosystem accessible on any screen, from PCs to smartphones to Smart TVs.

According to what emerged on the pages of Windows Central, the decision to put a definitive end to the issue came from the new leader of the division, Asha Sharma, who took office at the beginning of 2026. The reason behind this move was summed up by a company spokesperson, who admitted in a very candid, and decidedly ironic, way that the campaign simply "didn't look like Xbox". In recent times, the intention to move away from the classic concept of hardware has in fact generated quite a bit of confusion in the public. By promoting the ability to play anywhere without physically owning the platform, the message ended up devaluing and overshadowing the console itself, historically the core of our gaming experience for over twenty years.

Criticism, on the other hand, has never been lacking. As early as October 2025, former Vice President Mike Ybarra had called the initiative a real "bad idea at the wrong time". Discontent quickly spread not only internally, but also among gamers and several prominent figures in the industry, convinced that this communication was dangerously diluting the brand identity. A discomfort that has inevitably been amplified with the recent strategy of bringing proprietary titles to other consoles, raising several questions about the actual role of hardware in the future of the Xbox ecosystem.

Now, however, it seems that a clear reversal of course is taking place. As early as this month of March, the company began to erase the traces of the campaign from its channels, marking a clear break with the previous management. Asha Sharma's primary goal is to "reset" the way the brand presents itself to the public, with the firm desire to reaffirm the vital importance of hardware, focusing on preparing the next generation of machines and a more traditional offering.

The farewell to "This is an Xbox" therefore closes a decidedly shaky communicative chapter, but at the same time represents the ideal starting point to give a strong and reassuring identity to all of us fans. We still don't know exactly what Xbox's future strategy is, but probably at the annual summer Xbox showcase everything will be clarified definitively.