Microsoft is winding down its 'This is an Xbox' campaign as it preps for a new hybrid console. This initiative aimed to broaden the Xbox brand to various devices, including mobile and smart TVs, but gamers were not entirely on board. Despite the flashy ads, the mixed reception has led to a retreat back to traditional console branding. With Project Helix on the horizon, will this shift help restore the Xbox identity gamers crave?

Embedded media — open the full site to view.

Source