Microsoft Abruptly Ends This Is An Xbox Campaign To Prepare For Future Hardware

In yet another sign that Microsoft is going all-in with its renewed focus on Xbox and the brand's transformation back to its console roots, the controversial 'This is an Xbox' marketing campaign is being scrubbed from its website. It hasn't entirely disappeared, but a visit to the blog post announcing the controversial campaign just 16 months ago now reads, "Oops! That page cannot be found."

Oops indeed. The campaign attempted to paint Xbox as more of an idea than a singular thing, that idea being that practically any device could essentially be an Xbox through the magic of cloud game streaming. Your smart TV? That's an Xbox. Your smartphone, laptop, tablet, and handheld? Those are all virtual Xbox devices, too.

The campaign never really resonated with gamers, and instead it sparked a bunch of memes over what was perceived as being somewhat of a tone deaf marketing ...