Just as Microsoft shares the first details on the next Xbox console, codenamed Project Helix, at GDC 2026, it seems that its much-criticized “This Is an Xbox” marketing campaign is already over. As spotted by Game Developer, nearly all of its mentions on the official Xbox Wire blog have been removed. Let’s rewind to November 2024, when the campaign kicked off, sharing publicly the core message that anything could be an Xbox outside of traditional consoles: a smart TV, a handheld, a VR headset, and even a mobile device. The logic was that Xbox console sales had been steadily declining […]
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