<2> I Guess This Wasn’t an Xbox After All
<>The recent < class="link" href="https://www.techcrunch.com/2024/11/14/microsoft-quietly-retires-this-is-an-xbox-marketing-campaign/" target="_blank">retirement of Microsoft’s “This is an Xbox” marketing campaign has left many wondering what exactly an Xbox is. The campaign, which was launched in 2024, sparked confusion and general bemusement among gamers and industry insiders alike. However, it appears that the ambiguity surrounding what constitutes an Xbox has been resolved.
<>The original < class="link" href="https://news.xbox.com/en-us/2024/11/14/this-is-an-xbox/" target="_blank">blog post on Xbox Wire that kicked off the whole affair has been removed, indicating that the company is moving in a new direction with its future promotions. This change may be a response to the recent < class="link" href="https://www.wired.com/story/microsoft-project-helix-could-change-gaming-forever/" target="_blank">announcement of Project Helix, a new hardware initiative that aims to blur the lines between console and PC gaming.