New Report Claims Microsoft's 'This Is an Xbox' Campaign Was Hated by Employees

New report claims Microsoft's 'This Is an Xbox' campaign was hated by employees

Microsoft's 'This Is an Xbox' campaign was reportedly disliked by many employees who were even 'offended' by the initiative.

'This Is an Xbox' Campaign Offended Many Xbox Employees, Report Claims

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Inside Microsoft’s ‘This Is an Xbox’ Campaign: How a Branding Push Became a Lightning Rod for Internal Discontent

When Microsoft launched its ambitious “This Is an Xbox” marketing campaign earlier this year, the message was clear: Xbox was no longer just a console brand. It was a platform, a philosophy, a way of playing games across phones, tablets, PCs, and yes, the traditional box sitting under your television. What wasn’t clear—at least not publicly—was just how deeply the campaign would divide opinion within Microsoft’s own ranks. A new report has shed …

Sarah Bond's “This is an Xbox” campaign allegedly caused internal friction at Microsoft

A new report claims Sarah Bond faced internal criticism over Xbox’s “This is an Xbox” campaign, which focused on cloud and mobile gaming.

"This is an Xbox" campaign was ex-president Sarah Bond's idea, report claims, and employees didn't love it at all

Last Updated on February 24, 2026 Microsoft’s recent Xbox leadership shake-up has sparked a wave of discussion across the gaming industry. With Phil Spencer officially retiring and Sarah Bond departing shortly after, attention has shifted toward the strategies that defined the last few years of Xbox. One campaign in particular is now reportedly at the ...