April 3, 2026

The death of "This is an Xbox": Resetting Xbox’s identity

by Joseph Bridgland, Senior Account Executive

In the noughties, Xbox was strongly associated with hardcore gamers, bringing with it a level of prestige for both brand and player. Being an Xbox gamer was an identity, one of two social groups that defined friendships: green or blue.

Following the news that Microsoft’s new CEO has retired its ‘This Is An Xbox’ ad campaign because it “didn’t feel like Xbox”, it had me excited at the opportunity of the brand going back to the energy that made it so popular.

The objective of the campaign was immediately clear: as Xbox had sought to reach more and more players, there was a need to reduce friction for those yet to buy a home console, much like how Amazon Luna and Netflix are pushing for gamers via easily-accessible streaming services. However, the risk of this extended reach was diluting the brand, which began to alienate its core audience.

The upcoming Summer Showcase is an excellent opportunity to reset the brand. A strong repositioning, coupled with a few major announcements, would bring tangibility to Asha Sharma’s new vision. Clearly communicating what Xbox is to consumers, how it differs and why core gamers should care, will go a long way to restoring the beloved identity for me and my school friends!

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Bastion Weekly News Digest

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