Xbox “This is Xbox” Campaign Discontinued: New Vision for the Brand

Microsoft has discontinued its “This is Xbox” marketing campaign, less than a year after its launch, according to reports. The campaign, which aimed to showcase the accessibility of Xbox games across a variety of devices and platforms, has been removed from the company’s social media channels and official websites.

The decision to halt the campaign came from Asha Sharma, the newly appointed head of Xbox, who determined that it did not accurately represent the Xbox brand’s vision, according to a report by Windows Central. Launched last year, “This is Xbox” highlighted the ability to play Xbox games on different devices and in various ways.

The move signals a shift in strategy for the Xbox division, with an ongoing effort to redefine the Xbox brand identity within Microsoft. The campaign’s removal was first noticed by players who observed the disappearance of related content from official sources.

The change in direction comes as Microsoft continues to navigate the evolving gaming landscape and its strategy for cloud gaming and cross-platform accessibility. The company has not yet publicly detailed the latest branding direction, but the decision to scrap the “This is Xbox” campaign indicates a desire for a more focused message.