Microsoft removes 'This is an Xbox' marketing campaign

Microsoft has pulled its "This is an Xbox" marketing campaign and is quietly removing references to it after unveiling a new console–PC hybrid. The Xbox YouTube channel still hosts a flashy 30-second ad that has 2.4 million views; one comment reads, "From 360 era to this, wtf happened?" The campaign promoted Xbox's cloud-gaming ecosystem, suggesting phones, handhelds, smart TVs and other devices could effectively be "an Xbox." An archived announcement summed the aim: "At Xbox, we’re building a future defined by player choice—where people can play their favorite games, discover new adventures, and connect with friends, wherever and however they love to play." Microsoft even sold shirts, phone cases and hoodies bearing the slogan and applied the branding to car seat screens.

The branding's removal appears linked to preparations for Project Helix rather than a retreat from cloud gaming.

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