Recently crowned Xbox boss and Microsoft Gaming chief executive officer Asha Sharma hasn't really done much that we've been able to see - yet - but what we have seen so far, and what we'll be able to pin on her in the future just got a little clearer thanks to a report from Windows Central.
Earlier this month, the internet noticed that Microsoft had attempted to remove its "This is an Xbox" marketing campaign from existence. Trailers were taken down, posts deleted, and everywhere it could be removed, that messaging was removed by Microsoft. Now, as Windows Central reports, we know why.
"Asha retired 'This is an Xbox' because it didn't feel like Xbox," a Microsoft spokesperson said in a statement, before adding that "she is personally leading a reset of how we show up as a brand."
So Sharma's first few weeks on the job since replacing Phil Spencer have, so far, consisted of:
- Committing to a "return to Xbox," including a focus on consoles
- The initial reveals of the next Xbox console, Project Helix
- Reportedly looking at lowering the price of Xbox Game Pass
- Killing a marketing campaign that no one, including those within Xbox, liked
At the time of this writing, we are reaching the end of Sharma's fifth official week in the Microsoft Gaming CEO chair, and looking at those highlights, that seems like a pretty good start. But we're all still very much in the honeymoon phase of her tenure, when the sky feels like the limit because there's someone new in charge promising not to make the same mistakes the old regime made.
As the person in charge, we already knew that the buck stopped with her, but now we also know that she is going to be taking personal responsibility for Xbox's future messaging triumphs and mishaps. A double-edged sword if there ever was one.
About the author: David has been writing about videogames, technology, and culture since 2020, with a focus on reporting daily news across multiple publications, including GameDaily.Biz, GameSkinny, and PlayStation Universe before joining Wccftech in 2025. David started contributing as Canada/US reporter for Wccftech's gaming section in 2025. Besides being up-to-date on the industry's movements, he loves interviewing developers, reviewing games, and writing intricate essays about the symbolism and layered meanings to be found in rich narratives as he's done for publications like GamesIndustry.Biz, LostInCult, and others. Outside of games he loves movies, music, theatre, his hometown, and his family, though not necessarily in that order.
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