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As of this week, most traces of Xbox’s “This Is an Xbox” campaign have disappeared from the brand’s website. Xbox has notably deleted the original announcement of this marketing strategy from its site, signaling that it will no longer be pushing this slogan in the future. Given how prominent Xbox pushed this term just a little over a year ago (it even sold merch with “This Is an Xbox” slapped on various shirts and accessories), it’s somewhat shocking to see the company now act like it never existed to begin with.
The Timing of This Move Makes Sense
That being said, the timing of this move makes sense from those at Xbox. As of this month, the company announced its next console, currently only known as Project Helix, is in the works and will look to play both Xbox and PC games. The mere existence of Project Helix shows that Xbox is still putting a major emphasis on its own gaming hardware, which it will continue to sell in the future. As such, by suggesting that Xbox users play games outside of its own console, it would seemingly discourage sales of Project Helix before it ever sees the light of day.
