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Microsoft seems to be slowly scrubbing remnants of the “This is an Xbox” campaign that debuted earlier this year. The campaign first launched in 2024, was intended to showcase Xbox’s growing ecosystem.
According to multiple sources, blog posts, promotional pages, and assets related to the campaign have seemingly been wiped clean from official websites within the past few hours. Links to these pages are now resulting in 404 errors.
“This is an Xbox” Campaign Being Removed
“This is an Xbox” marketing campaign was designed to show Microsoft’s gaming ecosystem can be powered by several different devices. In advertisements, Microsoft stressed players don’t need just one console to play Xbox games thanks to cloud gaming integration.
Those devices showcased ranged from:
- Smart TVs
- Smartphones
- VR Headsets
- Standard Xbox consoles
Microsoft wanted players to recognize they can jump into the Xbox ecosystem no matter what device they own.
Leadership Changes at Xbox
The decision to remove “This is an Xbox” branding comes as Xbox undergoes a change in leadership. Long-time Xbox head Phil Spencer recently stepped down from his role at Microsoft.
In his place, Asha Sharma has been named the new leader of Xbox. Previously, “This is an Xbox” was connected to former Xbox Creative director Sarah Bond. Bond was one of the people behind the messaging of Xbox as an ecosystem you can play on multiple devices.
No Official Statement Yet
To this point, we have not seen an official response from Microsoft regarding the sudden removal of Xbox’s “This is an Xbox” pages. With several supporting posts being yanked from the web, it appears they may be backing down from that messaging.
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