Microsoft's new gaming chief, Asha Sharma, is shaking things up by scrapping the criticized 'This is an Xbox' campaign. Initially aimed at promoting Xbox as more than just a console, the slogan didn't sit well with fans or insiders. Now, Sharma is focusing on Project Helix, a hybrid gaming system that could appeal to a wider audience. With rising production costs and stiff competition from PlayStation, will this new direction be enough to win back gamers?

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