Hey Microsoft, is it ‘Xbox PC’ or ‘Xbox on PC’?
Microsoft has been experimenting with different branding for its PC gaming efforts, using both "Xbox PC" and "Xbox on PC" terminology. The "Xbox PC" term was initially used in a blog post announcing the Gears of War remaster, signaling that games are available on PC through Microsoft's Xbox PC app and store. However, this branding was short-lived, as Microsoft has now started using "Xbox on PC" instead. The "Xbox PC" branding has been adopted by some third-party publishers, such as Focus Entertainment, but Microsoft's own announcements have been inconsistent, using both "Xbox PC" and "Xbox on PC" interchangeably. This has led to confusion around the company's messaging and positioning for PC gaming under the Xbox brand. Microsoft's lack of a clear and consistent branding strategy for its PC gaming efforts is the main focus of this article.
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