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Microsoft is clearly changing direction for Xbox and it seems that the era of "everything is Xbox" is coming to an end. The slogan that promoted gaming on televisions, phones and other devices is beginning to fade from the company's communication. This is a signal that the strategy based on cloud gaming and Game Pass has not delivered the expected results. The company is now trying to redefine what Xbox actually is. And it seems that it is returning to a more classic approach.
End of “This is an Xbox”
Microsoft is officially withdrawing the slogan “This is an Xbox”, which was intended to demonstrate that any platform could become a console. The new head of Xbox, Asha Sharma, deemed that this message does not reflect the true identity of the brand and initiated a reset of all communication. This is an important change, as just recently Microsoft heavily promoted cloud gaming on Smart TVs and mobile devices as the future of gaming.
The strategy did not meet expectations
The problem is that reality has not caught up with ambitions. Xbox console sales were declining, and Xbox Game Pass was not growing as quickly as expected, despite huge investments, including the acquisition of Activision Blizzard. Microsoft even stopped providing official subscriber numbers, which only fueled speculation. Now the company is betting on a new approach, connecting the Xbox ecosystem with PC and opening up to other game stores.
Microsoft is taking a step back to make two forward, and it seems that Xbox is undergoing one of the biggest changes in its history.
source: flatpanelshd.com
