Former Xbox VP says Microsoft’s “This Is an Xbox” campaign is the wrong message at the wrong time, arguing that Xbox is “about games.”
Microsoft’s “This Is an Xbox” campaign launched in November 2024 with the intention of redefining what “Xbox” stands for. The campaign positioned Xbox as more than just a console, extending the brand to laptops, smartphones, smart TVs, and other devices. It featured bold visuals, global billboard take-overs, and partnerships with companies like Samsung and Porsche.
Fans had mixed reactions. Some loved the idea of playing their favorite Xbox titles on any device. Others felt the campaign blurred what “Xbox” really stands for, and questioned if it diluted the console experience.
Now, almost a year later, former Microsoft executive and ex‑Blizzard president Mike Ybarra has weighed in, saying that this marketing campaign was a wrong idea at the wrong time.
Former Microsoft Executive Comments On “This Is an Xbox” Campaign
Ybarra shared his views in a post on X (formerly Twitter), responding to a post about the new ASUS ROG Ally handhelds. In his view, Xbox is trying to do everything at once: console hardware, Windows devices, third‑party publishing, and it’s hurting the brand’s identity. He said that whoever came up with the “This is an Xbox” campaign “clearly doesn’t play games.”
“Ditch the ‘This is a Xbox’ campaign,” Ybarra said. “Wrong idea, wrong time. Xbox is about games – games always rule the world. And if they don’t have parity between the console and any other “device” … then it’s just not an Xbox. Confusing – whoever came up with this clearly doesn’t play games.”
Beyond the marketing, Ybarra also commented on the Xbox hardware strategy. He says Microsoft is effectively out of dedicated console hardware and exclusives, and if so, it should lean fully into multiplatform publishing rather than straddle both worlds.
“It makes sense to me since they are out of HW and exclusive games. That includes the dedicated OS, which is essential for any console device (ease of use, security, etc). They are a publisher who will embrace Windows.”
“From a business standpoint, it’s a fine strategy – if they can make good games and embrace Steam (will sell on PS, Nintendo, and PC). Big if given track record of games for the last 15 years. Only a moron would continue to make console HW when the games all go (or will go) 3rd party. To shift, they’d have to go back to exclusive, make great HW at a loss, and strive to win the living room.”
Still, Microsoft publicly maintains that it’s not leaving hardware behind. The company confirmed its next‑generation Xbox console is under development, working with AMD to build future devices.
What do you think about the “This is an Xbox” ad campaign? Let us know in the comments below!
