By Jez Corden
Publication Date: 2026-03-27 15:30:00
Microsoft made a string of controversial decisions over the past couple of years, arguably across its entire stack. Whether it’s AI, Windows design decisions, or de-emphasis on Surface — few have been as prolifically controversial as Xbox.
In attempts to explain its mission, Xbox commissioned a new marketing campaign, dubbed “This is an Xbox.” This controversial marketing beat tried to promote Xbox as an “everywhere” kind of brand. Xbox has been leaning hard into the trend that people increasingly just play games wherever and aren’t explicitly loyal to a specific platform.
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