Back in 2024, Microsoft launched a promotional campaign called “This is an Xbox.” The marketing initiative aimed to convey that all devices (smartphones, tablets, TVs, PCs, etc.) could work as an Xbox console.
The campaign was heavily criticized at the time, as it gave the impression of greatly minimizing the importance of the brand’s home consoles. Now headed by Asha Sharma, Microsoft’s gaming division is taking a different approach by focusing on the next generation.
As a result, the manufacturer has clearly abandoned “This is an “. On its Xbox Wire website, Microsoft has even gone so far as to remove articles dedicated to the promotional campaign. They now all lead to a 404 error.
This is further evidence of the strategic shift undertaken by Xbox.
