"In 2024, Microsoft caused a lot of head-scratching and general bemusement with the launch of its 'This is an Xbox' marketing campaign. Now, though, it appears the quandary over what is and isn't an Xbox has been resolved. Game Developer noticed that the original blog post on Xbox Wire that kicked off the whole affair has been removed."
"Maybe since the new Project Helix hardware it has in the works is more definite attempt to blur console and PC gaming, 'This is an Xbox' might have been truly confusing as a tagline. Maybe with the recent changing of the guard at the company, the top brass decided that it was the right time to start fresh with a less meme-able marketing plan."
Microsoft's 2024 'This is an Xbox' marketing campaign, which created confusion about what qualifies as an Xbox product, has been retired. The original blog post launching the campaign was removed from Xbox Wire, signaling a shift in marketing direction. The campaign's ambiguity may have become problematic given Microsoft's Project Helix hardware initiative, which aims to blur the lines between console and PC gaming. Leadership changes at the company likely contributed to the decision to pursue a clearer marketing strategy. While the blog post is gone, the video trailer remains available online.
Read at Engadget
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