Overview
- The original campaign announcement link on Xbox Wire now returns a 404 error, though an archived copy remains accessible via Archive Today.
- Game Developer reports the takedown suggests the campaign has been quietly retired, and it has requested comment from Xbox.
- 'This is an Xbox' was pitched as a platform‑first message rather than a console‑only identity, according to the original post.
- Reporting from The Verge, cited by Game Developer, ties the strategy to former executive Sarah Bond and describes internal pushback to its communication.
- Days earlier, Microsoft outlined Project Helix as its next console effort that will also run PC titles, and new Xbox head Asha Sharma said "the plan's the plan until it's not the plan."