Project Helix - The next generation of Xbox

[Wman1996]

Alex_The_Hedgehog said:

So, it looks like the end of "This is an Xbox" campaign was indeed Asha's decision.

Xbox's newly installed CEO Asha Sharma was the driving force behind Microsoft's decision to quietly kill off the "This is an Xbox" campaign, according to a recent report by The Information.

All evidence of the campaign--save for a few YouTube videos--was scrubbed from the internet shortly after Sharma took the helm at Xbox earlier this month. According to "someone with direct knowledge of the move," Sharma was the one who made the decision to end the campaign and remove it from Xbox's various domains and social media accounts.

While Xbox is still pushing its "Play Anywhere" functionality, Sharma is also focused on rehabilitating Xbox's console sales--Xbox hasn't outperformed Sony and Nintendo consoles since 2008, after all. During her first town hall meeting with the team at Xbox's Redmond, Washington HQ, Sharma said she wanted Xbox to be a "reference console"--that is to say, the ideal console against which every other console is judged.

"That resonated super well [with the team]," Xbox general manager Chris Charla said. "I think that people went from being pretty nervous--like, 'What's going on, what's happening?'--to by the end of that day it was, like, seeing people had exhaled."

It seems the first step to getting Xbox's console sales where they need to be is doing away with mixed messaging about what an Xbox actually is. Right now, her focus is on Project Helix, Xbox's upcoming PC/console platform.

Source: Gamespot

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Well, seems like the right decision. This probably means no more Halo, Forza or Gears coming to other platforms besides Xbox and PC. After all, if "everything is an Xbox", you don't need an actual Xbox.

I know Xbox exclusives that aren't Day and Date PC seem dead for good but it's still going to be hilarious if Asha becomes one of the best if not best Xbox leaders when she was an AI executive before.