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Thread: Xbox's new marketing campaign: "This is an Xbox"
Says a lot about the state of the brand if they think they have to remind people what an Xbox is.
i think that's solid messaging actually. Now they just need to deliver with me buying the game on one platform and getting on all those platforms (DLC included) and shared cloud saves.
ExpandKong
Post-Approval Survivor
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When your product is everything then it is nothing.
This is just reminding people they don't need to buy an Xbox, and that the games are so unimportant you can run them in a phone or smart tv like a billion rubbish free to play app games.
It's a dumb marketing approach that will have the exact opposite effect they'll hope it will, which sums up Xbox over the last decade plus in fairness.
This is just reminding people they don't need to buy an Xbox, and that the games are so unimportant you can run them in a phone or smart tv like a billion rubbish free to play app games.
It's a dumb marketing approach that will have the exact opposite effect they'll hope it will, which sums up Xbox over the last decade plus in fairness.
DonDonDonPata
Bridge Burn Man
Remember when the suggestion that Microsoft was gonna de-emphasize Xbox hardware was just jealous Sony Pony nonsense? 
Certainly seems like they are signalling a shift away from console hardware... maybe the next Xbox will be the last one? Assuming we are actually getting a next one...
I think there will absolutely be a new Xbox HW. I expect a set top box and a handheld.
per the article below it looks like MS is going to double down on supporting the existing PC handhelds to prove things out first.
Xbox gaming handheld is years away, Microsoft exec says
Phil Spencer says his team is focusing on improving the Xbox app for current handhelds.
THERE ARE MANY LIKE IT BUT THIS ONE IS MINE.
I think there will absolutely be a new Xbox HW. I expect a set top box and a handheld.
per the article below it looks like MS is going to double down on supporting the existing PC handhelds to prove things out first.
Xbox gaming handheld is years away, Microsoft exec says
Phil Spencer says his team is focusing on improving the Xbox app for current handhelds.www.tomshardware.com
When you say "set top box" does that mean a console as we would normally understand it or some kind of somewhat generic "entertainment unit"?
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Optimus
Member
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What is even really the difference at this point?
Right now, that fundamental difference is a pesky licensing issue where games you buy for Xbox may not always be available for you to play on PC without having to buy another license.
This is a chief problem for Xbox since it wants to exist on Windows PC while still maintaining an existence as a piece of gaming hardware.
It shoots holes all through their marketing claim that "this is also an Xbox" because from where I'm sitting, my ROG Ally can't access the Xbox games I bought like Diablo 2: Resurrected and Elden Ring. I'm pretty much totally done with Xbox and GamePass can go die in a fire with it.
The importance from my pespective when I say this is the amount of budget/effort put into the custom hardware, a "set top box" could use off the shelf APU/Laptop parts or paired with a mobile GPU. Or it could be a semi-custom part but with little effort put into performance/design.
It also signal whether games will be made from the ground up for the console or just be made in a generic sense with a "Xbox hardware compatible" mode with minimal optimization.
Similarly, if they go the "generic set top box" route, that will allow them to license it out to 3rd parties to make their own "Xbox" which as long as it meets a certain spec is "valid" and so forth.
It would signal them essentially abandoning the console market as we know it and no longer competing with Sony properly. In which case whatever PS6 is would likely be a significantly more powerful, custom designed console with better features and a traditional sales/development model. I would prefer they stayed in the game and actually "tried" rather than whatever this signals.
![[Tact]](/data/avatars/l/0/777.jpg?1745601290){kind=avatar}
[Tact]
Member
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I feel like it devalues the name a little bit. To me "XBox" doesn't work well unless it's tied to the rectangle on my desk. Maybe a poor criticism, though.
Hostile_18
Face/Off
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yea i meant a console. not sure why i used the other nomenclature. I expect it to the evolution of the xbox we all have come to know.
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[Tact]
Member
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I do appreciate that the commercial is normal and gets the idea across without trying to be weird.
JORMBO
keep your enemies close and your franger closer
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Optimus
Member
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That makes a whole lot of sense, really. In fact, wouldn't they rather have Asus and Lenovo making Xboxes for them? Xbox handhelds. Xbox set tops. Xbox laptops. Xbox... phones! The whole Windows ecosystem counts as Xbox in their "vision."
The problem for them, of course, is that the lines don't blur so easily. Xbox is really a walled garden running a Windows kernel, while all these other devices they want to call an Xbox are actually open platforms where publishers MS doesn't own get a full cut or a better cut than what they get selling inside the walled garden that is Xbox. Something is going to have to give if MS is to realize this vision, or it's just bald faced marketing lie.
That's probably it.
cryptoadam
Needs a Spellchecker
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The memes will be glorious.
With how many exclusives wind up on PS5 waiting for the meme of a PS5 that says this is an XBOX LOL
With how many exclusives wind up on PS5 waiting for the meme of a PS5 that says this is an XBOX LOL
This is exactly what I thought.
What is a low information person going to take from this? It will mean nothing to them. Even if you've heard of Xbox, you'll just think you don't need to buy anything, because you've already got one apparently?
Also, hate the cringe millenial humor.
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Feels like Xbox changes their brand identity three times per generation. There's no consistency. Now they're whatever that is. In six months, they'll be something different again.
Difficult for consumers to identify with a brand that is all over the place like that.
Difficult for consumers to identify with a brand that is all over the place like that.
Nicktendo
Switch Master
Troons and non-binary hong/humps BTFO.
Xbox X is taking this ad campaign well
CAPTAIN RAINCOAT
Member
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Xbox X is taking this ad campaign well
apart from the shittier offer the series x offers if you already own a gaming pc the ps5 pro would have to be the biggest waste of money and if microsoft did it you can be sure they would be getting massive heat for it
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GreyHorace
Member
I DO NOT give a shit at how many platforms I can play my Xbox. All I care about are the GAMES. WHERE ARE THEY?!
Nicktendo
Switch Master
Lol, this guy. Hasn't even looked in his imagination yet.
Get with the PG, buddy. You think you're just going to walk into your local branch of Gamestop and pick up an XBOX game? Stop Phillin' your head with nonsense and start imagining Xbox games exist. Whip out your phone and start playing great XBOX content RN. $17.99 please.
DonDonDonPata
Bridge Burn Man
Tons of games, if you know what's available.
Tbh the XBOX brand is most attractive right now for people who haven't owned an XBOX for a decade. But for long-time fans… I dunno.
GreyHorace
Member
What I want to see are the exclusives that you could ONLY play on Xbox (and PC too). But that's not happening now is it with Microsoft's Xbox retarded play anywhere approach.
The OG Xbox had some great exclusives.
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Hinedorf
Member
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The only thing Microsoft is missing is an exclusive game that actually steals market share from their competitors. I cancelled my MS account a few months ago. Aside from indie titles and trying out games I otherwise wouldn't even bother to play the one thing they no longer have is any quality triple A game that sells me on the monthly fee.
Couple years ago THEY DID......every few months a game would come along and justify the price. Hasn't happened for me in 2024. Indiana Jones looks really fun, but it's not going to suck me back into the MS's monthly fee.
Good luck MS..... at some point you need to deliver on the fucking promise of a hit game
Couple years ago THEY DID......every few months a game would come along and justify the price. Hasn't happened for me in 2024. Indiana Jones looks really fun, but it's not going to suck me back into the MS's monthly fee.
Good luck MS..... at some point you need to deliver on the fucking promise of a hit game