'This Is An Xbox' Announcement Looks to Have Been Pulled Offline, After New Gaming Boss Asha Sharma Takes Charge - IGN

The official announcement of Microsoft's "This Is An Xbox" marketing campaign is no longer accessible online, and appears to have been removed at some point in the last two weeks. The promotional campaign, begun in November 2024, was meant to highlight the ability to play Xbox games across a range of devices such as Smart TVs, tablets and PC handhelds. But the idea was not well received by fans, or reportedly by even by some Xbox employees internally. Instead, the campaign seemed to suggest, fans no longer needed to buy an Xbox console at all — something Microsoft was already struggling to sell when compared with its console rivals. Recent years have seen Xbox sales in notable decline, with 2025 hardware figures particularly poor. Now, Microsoft's blog post announcing "This Is An Xbox" to the world is no more, something initially spotted by Game Developer. Analysis of archived snapshots of the page by IGN shows that it had been online as of March 1, but is no longer accessible today. Accessing it now simply shows an "Oops! That page cannot be found" message. Another major page, where players could answer quiz questions to find out "What Is An Xbox" is also now gone, and simply redi