Microsoft quietly ends ‘This is an Xbox’ campaign

In late 2024, Microsoft launched its “This is an Xbox” initiative, an ambitious branding effort designed to reposition the division as a comprehensive software ecosystem rather than a traditional hardware manufacturer. While the campaign’s bold visuals and pervasive presence were hard to ignore, it appears the company is already pivoting away from that narrative. Following a major leadership shakeup—including the retirement of Phil Spencer and the departure of Sarah Bond—Microsoft has effectively scrubbed nearly all mentions of the campaign from its official Xbox Wire news portal.

As first reported by Game Developer, the original announcement for the initiative now results in a 404 error, and an associated interactive quiz has been taken offline. This strategy was a cornerstone of the effort to expand the brand’s reach to smart TVs, mobile devices, and handheld PCs as console sales began to stagnate. However, insights from The Verge indicate that the messaging may have alienated internal staff, many of whom felt the campaign diluted the identity of the hardware they worked to build.

The campaign also faced significant pushback from the gaming community, particularly when Microsoft attempted to monetize the slogan through a line of branded apparel and accessories. Social media sentiment was largely dismissive, with critics labeling the move as “embarrassing” and out of touch with the core fanbase. Notably, the Xbox Gear Shop is currently under renovation, likely to facilitate the removal of the remaining campaign-related merchandise.

The “This is an Xbox” push was originally intended to coincide with the rollout of a new mobile digital storefront to rival Apple and Steam. However, that project has faced consistent delays and has yet to materialize. This strategic retreat occurs as Microsoft Gaming’s new CEO, Asha Sharma, begins to chart a different course. Sharma recently teased “Project Helix,” the company’s next-generation hardware project, and emphasized a “commitment to the return of Xbox.” This shift suggests a move back toward the brand’s console-centric roots, seemingly acknowledging the dissatisfaction of long-time enthusiasts who felt marginalized by the previous software-first approach.

While the digital presence of the campaign is being systematically erased from official sites, several promotional videos still remain on the Xbox YouTube channel. It remains to be seen how much longer those remnants will survive as the company prepares for the launch of its next hardware cycle.

Source: Polygon