Microsoft’s recent Xbox leadership shake-up has sparked a wave of discussion across the gaming industry. With Phil Spencer officially retiring and Sarah Bond departing shortly after, attention has shifted toward the strategies that defined the last few years of Xbox. One campaign in particular is now reportedly at the center of internal debate: “This is an Xbox.”

According to Tom Warren from The Verge, the big marketing push was ex-Xbox president Sarah Bond’s plan. The campaign was part of a broader “Xbox everywhere” vision that aimed to expand the Xbox brand beyond traditional consoles. Instead of focusing purely on hardware like the Xbox Series X and Xbox Series S, the message suggested that phones, tablets, smart TVs, and other supported devices could effectively serve as an Xbox through cloud gaming and Game Pass. The same could be said for the ROG Xbox Ally handheld devices.

People at Xbox felt the campaign weakened the brand’s identity

On the surface, the strategy aligned with Microsoft’s push toward cloud services and subscription growth. The idea was simple: remove hardware barriers and bring Xbox to as many screens as possible. Bond had been closely associated with this direction after being promoted to Xbox president in late 2023. She became one of the most visible faces of the brand as Microsoft worked to integrate Activision Blizzard and rethink Xbox’s long-term identity.

According to the report, many Xbox employees did not like the “This is an Xbox” campaign. Some felt it sent the wrong message, since if every device is an Xbox, why should anyone buy an actual Xbox console? Employees also reportedly felt the campaign weakened the identity of the brand.

At the same time, Xbox hardware revenue has been falling for three years in a row, and recent financial reports showed further drops in hardware sales. While Xbox content and services remain important, the console business has clearly struggled.

Bond’s broader “Xbox everywhere” strategy was reportedly questioned several times internally. The report also claims that some employees were relieved when Bond’s departure was announced. With Asha Sharma now stepping in as Microsoft Gaming CEO, the company might reset its direction. However, we’ll have to wait and see if the new CEO will continue with the “This is an Xbox” campaign or focus on something different.

About the Author

Abdul Haddi

Abdul is a tech writer and Editor for PC Guide, specializing in all things tech, gaming, and hardware.