Microsoft quietly retires its “This Is An Xbox” marketing campaign

What happened? GameDeveloper reported that Microsoft has quietly retired its “This Is An Xbox” marketing campaign. The campaign, launched in early 2025, was designed to rebrand Xbox as a platform rather than a single console.
Key details
- Removal of promotional posts: The campaign’s announcement blog post on Xbox Wire now returns a 404 error, and only a brief September 2025 update remains accessible.
- Strategic shift: The campaign emphasised the idea that Xbox is a family of devices (console, PC, cloud) and that players can play their favourite games anywhere. According to GameDeveloper, its removal suggests that new Xbox president Asha Sharma may be steering marketing in a different direction and possibly distancing herself from the previous leadership.
- Speculation: Some commentators speculate that the campaign’s failure to resonate with fans or internal disagreements about Xbox’s identity could be reasons for its quiet retirement. There is no official statement from Microsoft.
Credibility & context: The report is based on the disappearance of marketing materials and hints from internal sources. Because there is no formal statement, this should be treated as a rumour about a shift in marketing rather than confirmed strategy.