United Kingdom, March 31 -- Microsoft has confirmed new gaming boss Asha Sharma scrapped its divisive "This Is An Xbox" campaign.

The tech giant's series of ads launched in 2024 under former Xbox president Sarah Bond, and sought to convince customers that the platform didn't need the traditional console, as it was accessible on everything from laptops to mobile.

The fanbase and many employees were reportedly disgruntled with the campaign, and new CEO of Microsoft Gaming Asha Sharma was keen to "retire" the ads after taking over from Bond earlier this year.

A spokesperson for Microsoft told Windows Central: "Asha retired 'This is an Xbox' because it didn't feel like Xbox.

"She is personally leading a reset of how we show up as a brand....