We have all seen and heard the Xbox marketing campaign “This is an Xbox.” For many fans, myself included, it landed poorly. It made those who invested in Xbox hardware feel like second fiddle, and that is exactly how it came across.The messaging suggested that an Xbox console was no longer essential. Instead, you could pick up a phone, tablet, or laptop and feel just as invested in Xbox as someone who had spent money on a Series X.In practice, that idea is not inherently bad. Expanding where people can play Xbox games makes sense. The problem was how it was communicated. Rather than presenting those devices as an extension of the console experience, the campaign made some players feel like they might as well sell their console.
