Xbox quietly retires 'This Is An Xbox' marketing campaign

After a leadership shakeup earlier this year, Xbox is quietly discontinuing its "This Is An Xbox" marketing campaign. Past Xbox blogs that used the slogan have mostly been scrubbed from the web, though some remain in the Internet Archive. Videos for the ad campaign were still on YouTube as of March 12.

The campaign highlighted Game Pass and streaming, showing people playing Xbox games on PCs, phones and TVs. It ran at the same time Xbox began porting titles to other platforms, including Gears of War to PS5 and Sea of Thieves to Switch.

Many Xbox staff members internally hated the campaign. Its creation has been pinned by some on departing executive Sarah Bond, though it is debatable whether she is entirely to blame or is being thrown under the corporate bus as new leaders steer Xbox in a different direction.

Xbox continues to struggle with console sales and faces ongoing backlash over its connections to Israel’s military.

Israel

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