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Microsoft is clearly changing direction for Xbox and it looks like the era of "everything is Xbox" is coming to an end. The slogan that promoted gaming on TVs, phones, and other devices is starting to disappear from the company's communication. This is a sign that the strategy based on cloud gaming and Game Pass hasn't delivered the expected results. The company is now trying to redefine what Xbox actually is. And it seems to be returning to a more classic approach.
End of “This is an Xbox”
Microsoft is officially withdrawing the slogan “This is an Xbox,” which aimed to demonstrate that any platform could become a console. The new head of Xbox, Asha Sharma, has determined that this message does not reflect the true identity of the brand and has initiated a reset of all communication. This is an important change, as just recently Microsoft strongly promoted cloud gaming on Smart TVs or mobile devices as the future of gaming.
Strategy Has Not Met Expectations
The problem is that reality has not caught up with ambition. Sales of Xbox consoles have been declining, and Xbox Game Pass has not been growing as quickly as anticipated, despite massive investments, including the acquisition of Activision Blizzard. Microsoft even stopped providing official subscriber numbers, which only fueled speculation. Now the company is taking a new approach, integrating the Xbox ecosystem with PC and opening up to other game stores.
Microsoft is taking a step back to take two steps forward, and it looks like Xbox is undergoing one of the biggest changes in its history.
source: flatpanelshd.com
