Microsoft retires “This is an Xbox” marketing campaign

When Microsoft announced it would be making a change to its Xbox leadership group with Asha Sharma becoming the CEO of Microsoft Gaming, we knew there would be changes coming. The year 2025 might be remembered as the “This is an Xbox” marketing scheme for the brand, which tried to tell consumers that any device you own can play Xbox games.

It has been discovered by Game Developer that the ‘This is an Xbox’ marketing campaign has been quietly retired by Microsoft. When searching for the blog post that was made in November 2024 on the Xbox Wire, it no longer appears. The web archive captured it as recently as March 1st, so it’s likely they took it down around that time.

This is notable because this marketing scheme seemed to be the reason Sarah Bond left Microsoft who was leading the way for the brand. It was reported that this Xbox marketing campaign wasn’t well-received internally.

At GDC this week, Microsoft gave a closer look at Project Helix, its next-generation console that will play Console and PC games. It seems the goal for Microsoft has not changed and is to have its games continuously released on other platforms.

What did you think of the This is an Xbox campaign?