- Microsoft’s ‘This is an Xbox’ marketing campaign has apparently been withdrawn
- The campaign website has been removed
- This comes after new Xbox management was installed last month
Microsoft has apparently withdrawn its strange ‘This is an Xbox’ marketing campaign following new leadership changes.
As first reported by Game Developer , the official Xbox Wire post about the marketing stunt has been removed, suggesting that Microsoft has decided to put it to bed.
When you click the remaining link to the original message, a 404 error message appears on a blank web page with the message “We can’t find the page you’re looking for.”
The article continues below
If you go to Archive Today, the original post is still available and reads: “This Is an Xbox invites people to play with Xbox across multiple devices and screens. It shows the evolution of Xbox as a cross-device platform, with bold, iconic, fun visuals and a light-hearted tone.”
Launched in 2024, the campaign claimed that tablets, phones, Samsung Smart TVs, Amazon Fire TV Stick and more all count as “an Xbox” and essentially pushed the idea that gamers didn’t need to buy an Xbox Series X, Xbox Series S or Xbox One to play their favorite games.
According to a report by The Verge last month, the ad campaign “offended many Xbox employees internally” and was said to have been pushed at the time by former Xbox president Sarah Bond, who stepped down from her position last week following the retirement of Microsoft gaming CEO Phil Spencer.
After Spencer’s retirement and Bond’s resignation, Asha Sharma, a director of Microsoft’s CoreAI division, took over the role of Xbox Gaming CEO, releasing a statement at the time promising “that Xbox will return”.
Although Microsoft hasn’t formally announced anything, it seems that under new management the ‘This is an Xbox’ campaign is no more.
In other news, Microsoft has shared new details about its next-generation Xbox console, Project Helix, and confirmed that the alpha version will be delivered to developers in 2027.
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