Microsoft's controversial Xbox marketing campaign "This is an Xbox" was almost immediately ended after new CEO Asha Sharma came on board. Microsoft explains why. When you purchase through links on our ...

TL;DR: Microsoft plans to revive its Xbox Backwards Compatibility Program for its 25th anniversary, enabling iconic games from four Xbox generations to be playable on the upcoming Project Helix ...

Nearly all evidence of Microsoft's "This is an Xbox" campaign has been quietly removed from the internet (via Game Developer). The news post that kicked it all off is now a blank webpage, though the ...

Microsoft has confirmed that its new gaming boss Asha Sharma personally killed the company's controversial "This is an Xbox" marketing campaign — because, ironically, "it didn't feel like Xbox." The ...

We have seen a lot of rumors swirling about the next Xbox console for a while now. So far, reports indicate they are true — with Xbox CEO Asha Sharma confirming the next console, codenamed "Project ...

Microsoft has kicked off October by announcing a significant price rise for Xbox Game Pass Ultimate, which comes just over a year after the last price rise for the subscription service. In July 2024, ...

After bringing the AI assistant to the Xbox mobile app, Windows 11, and the Xbox Ally, Microsoft is ready to launch it on the Xbox. After bringing the AI assistant to the Xbox mobile app, Windows 11, ...

The backlash against AI is real and you can feel it in the way Microsoft talks about its game-help feature Gaming Copilot at GDC 2026. The company is moving forward with integrating AI tech directly ...

Microsoft may soon allow PC players to enjoy original Xbox and Xbox 360 games thanks to an official emulator for Windows. While the talk of the town is the upcoming Project Helix, a new report ...

Dominik Bošnjak is a freelance writer from Croatia. He has been writing about games for as long as he can remember and began doing so professionally in 2010 because an opportunity presented itself ...

Posters from Microsoft’s “This is an Xbox” ad campaign adorn a wall in London Photo: Ross Miller/Polygon "This is an Xbox" had been integral to Bond's strategy of expanding the brand beyond its roots ...

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