"Following the big leadership shakeup earlier this year, Xbox is quietly discontinuing its 'This is an Xbox' marketing campaign. As reported by Game Developer, if you try to find past Xbox blogs mentioning the old 'This is an Xbox' slogan, you'll instead discover they have mostly been scrubbed from the web."
"The campaign was built around various ads showing people that you can play Xbox games via Game Pass and streaming on other devices, like your PC, phone, and TV. It was all a bit strange and came at the same time Xbox began porting games to other platforms, like Gears of War to the PS5 and Sea of Thieves to Switch."
Xbox is quietly ending its 'This Is An Xbox' marketing campaign after recent leadership restructuring. The campaign promoted playing Xbox games via Game Pass and streaming on various devices including PCs, phones, and TVs. Past Xbox blog posts featuring the slogan have been largely removed from the web, though some remain accessible through the Internet Archive. Videos for the campaign still exist on YouTube. Many Xbox staff members reportedly disliked the campaign internally. The discontinuation reflects Xbox's shifting strategic direction under new leadership, as the company continues facing challenges with console sales and external controversies.
Read at Kotaku
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