Microsoft hadn’t been very good at marketing the Xbox consoles in a very long time, but then maybe it’s to be expected when large markets such as Europe receive very little budgets for marketing the consoles. There is, of course two YouTube channels, the main Xbox channel and a second called Xbox On.
Xbox On is ran through the Xbox UK channel and has seen a number of hosts and changes over the years. Its main purpose is your standard PR hype machine, but with an “edgy” vibe.
Things maybe changing in the world of Xbox marketing however, as today Microsoft has revealed their latest advertising strategy, the “This is an Xbox” campaign. Coming hot off yesterday’s Phil Spencer interview with Bloomberg, the advertising suggesting pretty much any phone, handheld or laptop etc is an Xbox on the surface is promoting exactly what has been an aim for a long while. It’s the ability to play Xbox games anywhere, anytime.
However the timing and the campaign itself has already become a meme, and not in a good way. Across social media, the “This is an Xbox” is openly being mocked but worse, it’s been used as ammunition that Microsoft wants out of the console market and to be a third party publisher instead. The timing of this advertising campaign, is perhaps really poor considering it’s the holiday season and Microsoft should be trying to push sales for their Xbox Series X and S consoles.
Whether international or not to give the impression of a more third party future for Xbox as a brand, the timing following a big interview which itself lead to speculation, and the year of nothing but rumours and poor communication from Microsoft has led to a mostly pessimistic outlook.
