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80°

Microsoft quietly retires 'This is an Xbox' marketing campaign

What is an Xbox now?

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gamedeveloper.com
Lightning7780d ago

Had a strong feeling they'd do this. Ok that's one step inthe right direction. Baby steps because the moment they do anything drastic they step on rakes.

Next give ppl reason to sub for 30$ a month to for GP. Second is the lower the price. They want to return to Xbox they need to be attractive again. Lower price won't sell them out as it's too late this gen but it's something.

1Victor80d ago (Edited 80d ago )

@lighting: “Baby steps because the moment they do anything drastic they step on rakes.”
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The first thing that came to mind while reading that was Tom setting the last mouse traps in a corner with the whole room full of them 🤣
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@Christopher: “because without them it would just be two very different console markets doing whatever they want without someone to remind them to do their best constantly.”
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I partly agree with you where I disagree is that there will never be only 2 consoles there will always be a company/corporation willing to jump in and fill the 3rd spot, Microsoft is shaking for the next gen and Valve is already getting gritty to take that 3rd spot from them.

TriniOutsider80d ago

This is wishful thinking, how can they drop the price of game pass? When just few months they raised the price of subscription service?

PRIMORDUS80d ago (Edited 80d ago )

I wish it would it have read Microsoft quietly retires Xbox, and just develop/publish games. The Xbox name doesn't mean anything anymore, the 360 era was the best they ever had.

Christopher80d ago

Look, I'm no fan of where they've taken the brand, but it's still one of the strongest brands out there regardless of where it is currently. We're in a small market and none of the big 3 are hurting to a point where they need to close shop or anything. And we need Xbox out there, because without them it would just be two very different console markets doing whatever they want without someone to remind them to do their best constantly.

peppeaccardo79d ago

SONY has done its best since PS1 with no need of MS reminder, funny enough MS has done its worse even though there are two other consoles reminding otherwise .... u see the light ?

isarai_lee80d ago

And only the first half of that, god that was such a great time to be an xbox gamer.

Rockstar79d ago

I had a blast with the OG Xbox. Many LAN parties in a friend's basement. Not to sound old but those were the days!

Lightning7779d ago

Yeah no...

Unless you're a fanboy but nobody cares what fanboys want or think.

Zerobalance80d ago (Edited 80d ago )

The PS fan media are always having a pop at MS but as a gamer I've had no issues playing my Xbox games, my PC games and cloud games. I've benefited from playing my games everywhere. For over three decades I've enjoyed many games. The media's failure, especially this site to have balanced view on anything Xbox is childish. The Xbox move to PC is an excellent idea. An open platform, endless possibilities and no fake paywalls. Don't forget that in the UK Sony has a class action against it for anti competitive practices. No one is reporting this. All those gamers ripped off and over charged. And don't forget Valve too. They are too powerful as well. Change is good.

isarai_lee80d ago

You do realize the intent is to go after every major digital market place, PlayStation just happened to be first but the class action lawsuit statement names xbox marketplace, apple store, Nintendo online store etc. they're all guilty, so holding it as something ms has over ps is dumb

ocelot0780d ago (Edited 80d ago )

Valve the peoples store choice on PC also has the same class action against them here in the UK.

It's not valve fault competing store front are rubbish. Barely any pc gamers want to buy from the MS/Xbox app or epic games or Uplay as they are garbage compared to steam.

As for Sony they have no competition unless you consider Nintendo there competition. Both lawsuits are going to go no where. Sony ain't forcing anyone to buy a playstation or to even buy digital for that matter. People can go and buy a switch to or for some reason a Xbox series or a pc.

Same goes for valve. People are free to go and use other store fronts if they wish valve ain't keeping them hostage.

They will probably try it with Nintendo next.

Z50180d ago

"especially this site"

Isn't this site an aggregate?

The_Blue80d ago

This site uses being discontent with Xbox as a cultural requirement.

Rockstar79d ago

This site uses being discontent with Xbox as a cultural requirement...now.

I fixed it for you.

Were you here during the PS3/Xbox 360 console wars? It was a hard time to be a Sony fan...

Christopher79d ago

Lot of victim complex up in here. You can like whatever you like here. Ain't no one giving others crap unless they go full console war. There's a difference between liking a platform and joining the war.

SimpleDad80d ago

Campaign was confusing af for the average consumer.

Next campaign: Everything is a console.

Yi-Long80d ago

Always hated this campaign. It goes against everything I want from a gaming-console.

An Xbox should be an Xbox. A dedicated home-console, focused on a pure console-gaming experience. Which, for me, means ease of use, physical ownership, no online demands, etc.

I wish we would just go back to the basics in this industry.

ocelot0779d ago

I agree but they started to ditch that right after the successful 360 era

Ninver79d ago

Greed was their downfall

Yi-Long79d ago

Halfway during the 360 era, I'd argue, when they had a massive success with 360 console gaming, then saw what Nintendo was doing with Wii, and went after that audience with Kinect. That's when it all went very downhill, very fast.

Their XBO announcements killed them.

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70°

Microsoft Gaming Revenue Drops 7% Year-on-Year, Content and Services Down 5%, Xbox Hardware Down 33%

Microsoft announced its financial results for Q3 of fiscal year 2026, including an update on its gaming Xbox business and more.

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simulationdaily.com
Jin_Sakai32d ago (Edited 32d ago )

Not looking good. Hopefully Asha Sharma is able to turn Phil’s disaster around.

dveio32d ago

To me it's still quite remarkable how they can cash-in 5.3bn in revenue in a single quarter, since their hardware is basically dead.

Jingsing32d ago

The stock mark is what makes Microsoft remarkable, They have convinced every institutional and retail investor to just keep piling money into them. Like many big tech giants they are just a big growing pyramid scheme. As long as people keep dropping money into ETF's that cover the market Microsoft will always be liquid. At the same time it is completely stifling innovation and competition. People need to start being more discreet in how they invest their money as it's killing the system.

Tanktopmaster9232d ago

Once they re-evaluate exclusive all will be fine….

S2Killinit32d ago

Riiiiight because people will just flock back to them for one or two games per year.

Jingsing32d ago

15+ years of bad performance is what they call irreparable in business. It is time for them to sell off the assets and get out of entertainment.

Tanktopmaster9232d ago

These declines are on the back of extra revenue received from releasing games like Forza horizon 5 on PlayStation. So I’m being sarcastic here when I said they should go back to exclusives. Killing off a revenue stream from Ps5 sales will only make things worse

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40°

Games Done Quick is coming to Europe for the first time with 3 days of Gamescom speedruns

The charity event will be streamed live from Gamescom in August.

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videogameschronicle.com
50°

Microsoft Lowers the Price of Xbox Game Pass Ultimate And PC Game Pass, But What’s Next For Xbox?

Xbox Game Pass Ultimate is getting cheaper but Call of Duty is leaving day-one access. Here’s what we think the price drop means for Xbox, PC Game Pass, and the future of the service.

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theouterhaven.net
32d ago
VaNdAl32d ago

Phil Spencer killed the Xbox Let It Go move on to PC

Jingsing32d ago

They would be better breaking up what valued assets they still have and put them out to auction for the competition.
There is no more financial gain for them on any trajectory in the entertainment space.