A new report by The Verge has shed light on internal tensions and strategic missteps surrounding Microsoft’s “This is an Xbox” campaign, a marketing pivot that sought to redefine the Xbox brand beyond traditional console hardware. According to the report, the campaign formed part of a broader “Xbox everywhere” strategy led by former Xbox president Sarah Bond, but it generated confusion internally and coincided with continued declines in hardware revenue.
Bond was promoted to Xbox president in October 2023, shortly after Microsoft finalized its 68.7 billion dollar acquisition of Activision Blizzard. She played a key role in securing regulatory approval for the deal and increasingly became the public face of Xbox as Phil Spencer focused on integrating the newly acquired business into Microsoft Gaming.
However, the leadership structure soon shifted. Six months after Bond’s promotion, Xbox executive Kareem Choudhry departed the company. Choudhry had overseen backward compatibility initiatives and helped launch Xbox Cloud Gaming as xCloud in 2019. Weeks later, former chief marketing officer Jerret West also left Microsoft in June 2024, resulting in the marketing team reporting directly to Bond.
In July 2024, Microsoft launched a campaign emphasizing that players did not need a console to access Xbox titles, highlighting Xbox Cloud Gaming availability on televisions and other devices. The subsequent “This is an Xbox” campaign positioned phones and tablets as Xbox platforms, reinforcing the shift away from hardware-centric messaging. According to The Verge, the approach proved controversial internally, with multiple employees describing it as confusing and at odds with the brand’s console heritage.
The Verge report notes that Xbox hardware revenue has declined for three consecutive financial years, with further decreases projected through fiscal 2026. Several current and former employees reportedly expressed relief at Bond’s departure, citing management challenges, though her partnership efforts were acknowledged positively.
The leadership transition marks a significant moment for Xbox, as Microsoft continues to evaluate its long term identity between hardware, cloud services, and platform expansion.
