Microsoft has quietly wiped all mentions and instances of the “This Is An Xbox” marketing campaign from the Xbox Wire website. The campaign started back in November 2024.
While you can still find videos pertaining to the marketing campaign on the Xbox YouTube channel, it appears that Xbox has officially ended the somewhat controversial initiative. The change comes just a few weeks after former Microsoft Gaming CEO Phil Spencer retired, Xbox President Sarah Bond resigned. In their place, Asha Sharma took the reins as Microsoft Gaming CEO and Xbox Game Studios head Matt Booty took over as Chief Content Officer of Microsoft Gaming. While rumors have circulated that Bond was responsible for the “This Is An Xbox” initiative, the validity of these reports have not been verified.
Recently, during the Xbox Developer Summit keynote address at GDC 2026, Microsoft Gaming revealed that it plans to ship alpha version development kits of the next-generation Xbox console, codenamed Project Helix, in 2027. Xbox is also planning on “rolling out new ways to play some of the most iconic games from our past” to celebrate the brand’s 25th anniversary in 2026.
Further, Xbox mode will be releasing on Windows 11 for desktop PCs and handhelds in April in select markets. Windows 11’s Xbox mode previously made its debut on ROG Xbox Ally handheld gaming devices. The console will seemingly be able to play both Xbox and PC games. Lastly, during the company’s 25th anniversary, Xbox will release games such as Forza Horizon 6, Fable, Halo: Campaign Evolved, and Gears of War: E-Day for Xbox Series X|S, PC, and PlayStation 5.
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