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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 starting to disappear from the company's communication. This is a signal that the strategy based on cloud gaming and Game Pass did not yield the expected results. The company is now trying to redefine what Xbox actually is. And it looks like it is returning to a more classic approach.
End of "This is an Xbox"
Microsoft is officially withdrawing from the slogan "This is an Xbox," which was meant to show 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 started a reset of the entire 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 did not catch up with ambition. Sales of Xbox consoles were declining, and Xbox Game Pass was not 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 adopting a new approach, merging 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 seems that Xbox is currently undergoing one of the biggest changes in its history.
source: flatpanelshd.com
