{"id":363534,"date":"2026-03-13T08:15:00","date_gmt":"2026-03-13T15:15:00","guid":{"rendered":"https:\/\/cms-articles.softonic.io\/es\/?p=413134"},"modified":"2026-03-13T08:15:53","modified_gmt":"2026-03-13T15:15:53","slug":"xbox-drops-its-most-controversial-marketing-campaign","status":"publish","type":"post","link":"https:\/\/cms-articles.softonic.io\/en\/xbox-drops-its-most-controversial-marketing-campaign\/","title":{"rendered":"Xbox drops its most controversial marketing campaign"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Asha Sharma took over the leadership of Xbox two weeks ago, marking the beginning of a new era for Microsoft&#8217;s iconic gaming brand.<strong> This leadership change became evident during the Game Developers Conference (GDC) in San Francisco, where Project Helix, the anticipated successor to the Series X\/S hardware, was presented<\/strong>, although details about specifications and dates are still a matter of speculation.<\/p>\n\n\n<h2 class=\"wp-block-heading\">Now only the Xboxes are an Xbox<\/h2>\n\n\n<p class=\"wp-block-paragraph\">One of the most notable changes under Sharma&#8217;s management has been the almost complete withdrawal of the controversial marketing campaign &#8220;This is an Xbox.&#8221; This initiative, which aimed to position Xbox not just as a console but as a versatile platform encompassing everything from mobile devices to virtual reality gadgets, was considered offensive by some employees of the company. <strong>According to reports, it had made workers uncomfortable because they felt the campaign distanced Xbox from its essence as a video game console<\/strong>.<\/p>\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"ROG Xbox Ally \u2013 Dancing in the Dark \u2013 Launch Trailer\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/b6EJxjdRPAw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n<p class=\"wp-block-paragraph\">The campaign was previously driven by Sarah Bond, who also left the company in the context of restructuring. <strong>Marketing decisions, as well as the overall approach to Xbox communication, seem to be changing drastically with Sharma taking charge<\/strong>. Currently, the only remnant of the &#8220;This is an Xbox&#8221; campaign has been removed from Xbox Wire, where related articles were previously accessible.<\/p>\n\n\n<p class=\"wp-block-paragraph\">With this new direction, Asha Sharma has the task of reintegrating Xbox hardware back into the spotlight. <strong>With Project Helix, the brand aims to rejuvenate its image and reconnect with its consumer base<\/strong>, a strategy that may indicate a more traditional approach compared to previous ideas about the Xbox ecosystem.<\/p>\n\n<div class=\"sc-card-program\">\r\n  <div class=\"sc-card-program__body\">\r\n    <div class=\"sc-card-program__row clearfix\">\r\n      <div class=\"sc-card-program__col-logo\">\r\n        <img decoding=\"async\" class=\"sc-card-program__img\" alt=\"Xbox Game Pass\" src=\"https:\/\/images.sftcdn.net\/images\/t_app-icon-s\/p\/8b773de5-0b20-429f-a535-c159557192df\/2791990695\/xbox-game-pass-Xbox%20Game%20Pass%20for%20PC-logo.png\" width=\"100px\" height=\"100px\">\r\n      <\/div>\r\n      <div class=\"sc-card-program__col-title\">\r\n        <span class=\"sc-card-program__title\">Xbox Game Pass<\/span>\r\n        <a class=\"sc-card-program__button sc-card-program-internal\" href=\"https:\/\/xbox-game-pass.softonic.com\/\" target=\"_self\" rel=\"noopener noreferrer\">DOWNLOAD<\/a>\r\n      <\/div>\r\n      <div class=\"sc-card-program__col-rating\">\r\n        <svg class=\"rating-score__content\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" version=\"1.1\" x=\"0\" y=\"0\" viewbox=\"0 0 50 50\" enable-background=\"new 0 0 50 50\" xml:space=\"preserve\"><path class=\"rating-score__background rating-score--good\" fill=\"none\" stroke-width=\"6\" stroke-miterlimit=\"10\" d=\"M40 40c8.3-8.3 8.3-21.7 0-30s-21.7-8.3-30 0 -8.3 21.7 0 30\"><\/path><path class=\"rating-score__value rating-score__value--0\" fill=\"none\" stroke-width=\"6\" stroke-dashoffset=\"0\" stroke-miterlimit=\"10\" d=\"M40 40c8.3-8.3 8.3-21.7 0-30s-21.7-8.3-30 0 -8.3 21.7 0 30\"><\/path><text class=\"rating-score__number\" content=\"\" text-anchor=\"middle\" transform=\"matrix(1 0 0 1 25 31.0837)\" data-auto=\"app-user-score\"><\/text><\/svg>\r\n      <\/div>\r\n    <\/div>\r\n    <div class=\"sc-card-program__row\">\r\n      <span class=\"sc-card-program__description\"><\/span>\r\n    <\/div>\r\n    <div class=\"sc-card-program__row\">\r\n      <img decoding=\"async\" class=\"sc-card-program__bigpic\" src=\"\" onerror=\"this.style.display='none'\">\r\n    <\/div>\r\n    <a class=\"sc-card-program__link track-link sc-card-program-internal\" href=\"https:\/\/xbox-game-pass.softonic.com\/\" target=\"_self\" rel=\"noopener noreferrer\"><\/a>\r\n  <\/div>\r\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Asha Sharma took over the leadership of Xbox two weeks ago, marking the beginning of a new era for Microsoft&#8217;s iconic gaming brand. This leadership change became evident during the Game Developers Conference (GDC) in San Francisco, where Project Helix, the anticipated successor to the Series X\/S hardware, was presented, although details about specifications and dates are still a matter of speculation. Under Sharma&#8217;s management, one of the most notable changes has been the almost complete withdrawal of the controversial marketing campaign &#8220;This is an Xbox&#8221;<\/p>\n","protected":false},"author":9318,"featured_media":363537,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","wpcf-pageviews":0},"categories":[1018,1015],"tags":[22629,23363,7688,23364,23365,23325,13270,23366,1404,4509],"usertag":[],"vertical":[],"content-category":[6823],"class_list":["post-363534","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gaming","category-news","tag-asha-sharma","tag-cambio-de-liderazgo-xbox","tag-game-developers-conference","tag-marketing-de-xbox","tag-nueva-estrategia-xbox","tag-project-helix","tag-sarah-bond","tag-videoconsole","tag-xbox","tag-xbox-game-pass","content-category-games"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/posts\/363534","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/users\/9318"}],"replies":[{"embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/comments?post=363534"}],"version-history":[{"count":2,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/posts\/363534\/revisions"}],"predecessor-version":[{"id":363541,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/posts\/363534\/revisions\/363541"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/media\/363537"}],"wp:attachment":[{"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/media?parent=363534"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/categories?post=363534"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/tags?post=363534"},{"taxonomy":"usertag","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/usertag?post=363534"},{"taxonomy":"vertical","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/vertical?post=363534"},{"taxonomy":"content-category","embeddable":true,"href":"https:\/\/cms-articles.softonic.io\/en\/wp-json\/wp\/v2\/content-category?post=363534"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}