Remember Microsoft's late 2024 'This is an Xbox' ad campaign? The one that proved pretty controversial amongst long-time Xbox fans? Well, despite the marketing slogan cropping up multiple times since its introduction well over a year ago, it's looking like Microsoft might be starting to erase its existence.
First spotted by Game Developer and widely shared since, the original Xbox Wire post for the 'This is an Xbox' announcement has been taken down. When trying to access the link, you're simply given a 'Page not found' message; the slogan's very first introduction is no longer visible on the official Xbox blog.
Over on Reddit, fans have been discussing this whole debacle - and as you can probably imagine, there are plenty of negative opinions on this ad and its introduction by Microsoft. Most seem like they'd be pretty happy to see the back of it, citing confusion and mixed messaging as reasons behind their negativity towards 'This is an Xbox'.
What's interesting here is that the campaign's accompanying trailers are still live and viewable on YouTube - so clearly, Microsoft hasn't completely erased anything to do with 'This is an Xbox', at least not yet. From what we remember, the now-removed blog post had a lot more detail on this multiplatform direction though, and it's maybe a case that Microsoft doesn't want that out there now given its renewed focus on console with Project Helix.
We'll have to wait and see if Microsoft addresses this — or maybe even removes more evidence of the controversial marketing campaign — but for now, it's looking like 'This is an Xbox' as a message is no more.