Microsoft has decided to backtrack and nearly two weeks after the abrupt end of the “This is an Xbox” campaign, we now know more about the circumstances of this change in direction.
Our colleagues at Windows Central were the first to receive a response from Microsoft. The response was clear: a spokesperson for the company explained that “Asha removed the ‘This is an Xbox’ campaign because it was not in the spirit of Xbox“. The move was made by Asha Sharma, the new president of the Xbox division, who aims to take control and review the entire group’s strategy.
“Asha is personally leading a brand image overhaul,” he added, as the new president had already expressed her desire to “celebrate our roots by renewing our commitment to Xbox, starting with the console that shaped our identity. It connects us to the players and fans who invest in Xbox, as well as the developers who create ambitious experiences for this platform“.
Currently known as Project Helix, the next Xbox console has full support from the new leadership.
