Microsoft may be preparing to move away from the idea behind the “This Is an Xbox” campaign. According to reports, this strategy was not well received inside the Xbox division.
The concept appeared as an attempt to improve revenue and offset the poor performance of the Xbox Series S and Xbox Series X. However, the strategy did not deliver the results Microsoft expected.
The “This Is an Xbox” Campaign Was Not Popular
The campaign tried to show that many different devices could be considered part of the Xbox experience. For example, devices used to stream PC games were presented as part of the Xbox ecosystem.
However, many critics argued that not everything should be called an Xbox. A real Xbox is a console designed specifically to play Xbox games, while a device that simply streams PC titles is not the same thing.
The previous leadership of the Xbox division supported this message for a while. However, signs now suggest that the company is moving away from it, as major blog posts on Xbox Wire and official landing pages for the “This Is an Xbox” campaign currently return “Page cannot be found” (404) errors.
This indicates that the new leadership may be changing direction and quietly removing marketing materials related to the idea.
Fans also questioned the campaign. Many felt it weakened the identity and exclusivity of Xbox as a console platform. The decision to step away from this approach has given some players hope for the next generation of Xbox hardware.
Microsoft’s next console, currently known as Project Helix, is expected to be a console-style PC system with very powerful hardware.
Reports suggest it will include advanced technologies from AMD that are not yet available on standard PCs. The system may also support technologies such as neural rendering and Work Graphs.
Early alpha versions of Project Helix are expected to reach developers at the beginning of 2027. If everything goes according to plan, the console could launch toward the end of that year, likely during the holiday season.
