Microsoft has confirmed that the "This Is An Xbox" marketing campaign has been retired as part of a wider reset of how the brand presents itself. The decision was attributed to new Xbox boss Asha Sharma.

Pure Xbox reported the development earlier this week, and Windows Central published a brief statement from a Microsoft spokesperson. The statement said the campaign "didn't feel like Xbox" and that Sharma is "leading a reset of how we show up".

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The spokesperson did not provide further details on what form the reset will take or on the timetable for new marketing activity. The comment indicates a strategic reassessment of Xbox's public-facing messaging under Sharma's leadership.

The move marks an early and visible change under Asha Sharma, who assumed leadership of Xbox earlier this year. Observers will be watching for forthcoming campaigns to see how the brand's tone and positioning evolve.

Pure Xbox's original report on the campaign's retirement can be found at Pure Xbox, which cites the Windows Central coverage of Microsoft's statement.