Back in November 2024, Microsoft launched its “This is an Xbox” marketing campaign, which aimed to reposition its gaming division as a software ecosystem that does not require dedicated hardware. It was certainly catchy and memorable, though perhaps not for the right reasons. Just weeks after Xbox head Phil Spencer announced his retirement and his heir apparent Sarah Bond resigned, Microsoft seems to have removed all references to “This is an Xbox” from its in-house news site, Xbox Wire.
Microsoft drops its ‘This is an Xbox’ campaign
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It’s interesting to see how Microsoft is evolving its marketing strategies. Campaigns like “This is an Xbox” can really shape brand identity, and it’ll be intriguing to see what they come up with next. Change often brings new opportunities!