Project Helix - The next generation of Xbox

[Wman1996]

Alex_The_Hedgehog said:

On a side note, Xbox has removed the "This is an Xbox" marketing campaign.

Remember, 'This is an Xbox'? Microsoft made those four words the cornerstone of a marketing campaign it believed would hammer home one key point: Xbox is a platform, not just a console. 

Now, however, just weeks after the company appointed a new leader in former AI exec Asha Sharma and bid farewell to outgoing overseers Phil Spencer and Sarah Bond, it appears the company has quietly retied the campaign. 

When searching for the blog post that kicked off the marketing beat earlier today, I noticed it has been removed from Xbox Wire (Microsoft's Xbox-focused news repository). In fact, the only post currently available on the 'This is an Xbox' results page on Xbox Wire is the September 2025 update featuring news about the ROG Xbox Ally. 

Via: Game Developer

I saw some Xbox fans celebrating this as a "ray of hope" that Microsoft will focus more on hardware. I'm not sure, but I'm more and more confident that Asha may be a good leader after all. I mean, assuming this means that no more Xbox games will release on rival platforms. At least, she looks really concerned about the Xbox hardware future.

Let's see where the next chapters of this story will lead us.

That would be quite a backpedal. Maybe they would still release a few just as ports or new releases of remasters or remakes. Halo on PS5 isn't going to be a sequel to Infinite or a reboot.

I wouldn't be surprised if Asha and co. are cutting back Microsoft games on rival hardware but I doubt it's over.