"It didn't feel like Xbox" - Microsoft confirms new Xbox boss scrapped controversial This is an Xbox ad campaign as part of brand "reset"
Microsoft has confirmed the discontinuation of its 'This is an Xbox' advertising campaign, with new gaming boss Asha Sharma leading a brand reset. The campaign, which reportedly de-emphasized hardware and was controversial internally, has been retired as Sharma focuses on celebrating Xbox's console roots. Development kits for the next-generation Xbox console, codenamed Project Helix, are expected next year.
Eurogamer
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