- Microsoft’s ‘This is an Xbox’ marketing campaign has apparently been withdrawn
- The campaign website has been removed.
- This comes after new Xbox leadership was installed last month.
Microsoft has apparently withdrawn its bizarre ‘This is an Xbox’ marketing campaign following new leadership changes.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 shelve it.
When you click on the remaining link from the original ad, a 404 error message appears on a blank web page, saying “We can’t find the page you’re looking for.”
Article continues below.
If you go to Archive Today, you can still access the original post which says: “This Is an Xbox invites people to play with Xbox on multiple devices and screens. It shows the evolution of Xbox as a platform that spans devices, with bold, iconic, fun visuals and a light-hearted tone.”
The campaign, which began in 2024, claimed that tablets, phones, Samsung smart TVs, the Amazon Fire TV Stick, and more count as “one 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 said to have been pushed at the time by former Xbox president Sarah Bond, who resigned from her position last week following the retirement of Microsoft gaming chief executive Phil Spencer.
Following Spencer’s retirement and Bond’s resignation, Asha Sharma, an executive at Microsoft’s CoreAI division, took over as CEO of Xbox Gaming and issued a statement at the time, promising “the return of Xbox.”
Although Microsoft hasn’t formally announced anything, it appears that under new leadership, the ‘This is an Xbox’ campaign no longer exists.
In other news, Microsoft shared new details about its next-generation Xbox console, Project Helix, and confirmed that the alpha version will be provided to developers in 2027.
The best Xbox controllers
Follow TechRadar on Google News and add us as a preferred source to receive news, reviews and opinions from our experts in your feeds. Be sure to click the Follow button!
And of course you can also follow TechRadar on TikTok for news, reviews, unboxings in video form and receive regular updates from us on WhatsApp also.
