Microsoft quietly pulls its most damaging campaign “This is an Xbox” review

The message that redefined Xbox as a platform disappears from official channels.

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Microsoft has discreetly removed (except on YouTube) the “This is an Xbox” campaign, a marketing strategy that for months tried to convey a clear idea: Xbox is a platform that goes beyond the console. The disappearance of the message was detected after the original post that presented the campaign disappeared from Xbox Wire, the brand’s official news portal.

When trying to access the article that announced the initiative, the page now shows a 404 error, a sign that the content has been deleted or withdrawn internally. Currently, when searching for the campaign on the official Xbox site, only an update published in September 2025 related to ROG Xbox Ally appears, while the original announcement is no longer available.

A change of direction after the reorganization in Xbox

The removal of the campaign comes just a few weeks after several significant changes in the leadership structure of the Xbox division. Microsoft recently appointed Asha Sharma as the new head of the area, while key figures like Phil Spencer and Sarah Bond left their positions.

The “This is an Xbox” campaign had been driven precisely during the previous stage and defended the idea that Xbox should be understood as an ecosystem present on multiple devices, from consoles and PCs to mobile devices and cloud services. The central message of the campaign stated that players could play, discover new adventures, and connect with friends “where and how they want to play”, reflecting the brand’s expansion strategy.

According to various industry reports, the campaign was not well received by some Xbox employees and fans, who considered that the message downplayed the role of the console within the ecosystem.

For now, Microsoft has not officially explained why it has eliminated the campaign, but its disappearance suggests that the company may be redefining the message it wants to convey about the future of Xbox.