- Microsoft’s ‘This is an Xbox’ marketing campaign appears to have been pulled
- The campaign webpage has been removed
- This comes after new Xbox management was installed last month
Microsoft has apparently pulled its strange “This is an Xbox” marketing campaign following further management changes.
As first reported by Game Developer, the official Xbox Wire post dedicated to the marketing stunt has been removed, suggesting that Microsoft has decided to shelve it.
When you click on the remaining link from the original ad, a 404 error message appears on a blank web page, with the message “We can’t find the page you are looking for.”
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If you go to Archive Today, the original post is still accessible and says: “This Is an Xbox invites people to play with Xbox across multiple devices and screens. It showcases the evolution of Xbox as a platform that spans all devices, with bold, iconic, fun visuals and a light-hearted tone.
The campaign, which began in 2024, claimed that tablets, phones, Samsung smart TVs, Amazon Fire TV Stick, and more all counted as “an Xbox” and essentially pushed the idea that gamers wouldn’t need to buy an Xbox Series X, Xbox Series S, or Xbox One to play their favorite games.
According to a report from The Verge last month, the ad campaign “offended many Xbox employees internally” and was reportedly pushed at the time by former Xbox president Sarah Bond, who resigned from her position last week following the retirement of Microsoft games CEO Phil Spencer.
Following Spencer’s retirement and Bond’s resignation, Asha Sharma, an executive at Microsoft’s CoreAI division, took over the role of CEO of Xbox Gaming and released a statement at the time, promising “the return of Xbox.”
Although Microsoft hasn’t officially announced anything, it appears that under new management, the “This is an Xbox” campaign no longer exists.
Separately, Microsoft 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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