Microsoft’s gaming division, under new leadership, appears to be quietly abandoning its controversial ‘This is an Xbox’ marketing campaign. This initiative, launched in 2024, sought to redefine the Xbox brand by asserting that Xbox is any device capable of running games via the cloud, including smart TVs, VR headsets, and smartphones. The primary goal was to attract a new audience amidst declining console sales.
However, this expansive approach reportedly caused confusion among players and was seen by critics as alienating the core console-owning audience. Reports indicate the campaign also sparked internal bewilderment and even offense among some employees.
Signs of the campaign’s discontinuation include the removal of its announcement page from the official Xbox Wire blog and the deactivation of related tags. Despite these changes, campaign videos remain accessible on YouTube.
The “This is an Xbox” campaign was actively championed by former Xbox president Sarah Bond, suggesting a shift in strategic direction with the recent leadership changes.