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Xbox Campaign Angers Staff Internally
24 Feb
Summary
- Microsoft's 'This Is an Xbox' campaign reportedly upset employees.
- The initiative promoted an 'Xbox everywhere' strategy.
- The campaign suggested Xbox games could be played without a console.
Microsoft's 2024 'This Is an Xbox' marketing campaign generated significant internal backlash, with reports indicating it offended many Xbox employees. The initiative was intrinsically linked to the "Xbox everywhere" strategy, which former Xbox president Sarah Bond had been actively promoting.
This strategy aimed to broaden the Xbox brand beyond its traditional console identity. The campaign itself asserted that various devices, including phones, tablets, and streaming sticks, qualified as 'an Xbox,' implying that a dedicated console might not be necessary for playing Xbox games. This approach was perceived by some as undervaluing Microsoft's primary hardware.
Former president Sarah Bond was also noted for announcing a mobile gaming store in July 2024, further emphasizing the multi-device push. Employees, past and present, have reportedly described a strained relationship with Bond. These developments follow the recent departures of Phil Spencer and Bond, with Asha Sharma now leading Xbox Gaming and vowing to foster a new era of game development.
