Xbox's Promotional Material Backfires, Sparking Internal Discontent

In November 2024, Xbox launched a promotional campaign titled ‘This Is an Xbox’. The campaign emphasized that gamers can now play Xbox games on various devices, without needing to own a physical Xbox console. Through services like cloud gaming and Game Pass, Xbox games can be accessed via Smart TVs, PCs, tablets, mobile phones, and other devices that support the Xbox app. As of 2026, the campaign is still ongoing. However, this strategy has sparked debate within Xbox. This emerged from a report by technology media outlet, The Verge. In the report, several internal sources stated that some employees feel uncomfortable with the implicit message in the campaign. The message in question is the impression that consumers no longer need an Xbox console to play Xbox games, as cloud-based services allow games to be played on various devices. However, Microsoft is reportedly still planning to launch the latest generation of Xbox, rumoured to be introduced in 2027. The Verge report also mentioned the internal dynamics during the leadership of Sarah Bond, who previously served as President of Xbox. According to sources quoted by the media outlet, Bond’s relationship with some staff was described as less harmonious. In an official statement during the leadership transition, Bond’s departure from Xbox was only mentioned by former CEO of Microsoft Gaming, Phil Spencer. CEO of Microsoft, Satya Nadella, EVP of Microsoft Gaming, Matt Booty, and the new CEO of Microsoft Gaming, Asha Sharma, did not explicitly mention Bond’s departure. There has been no official statement from Microsoft specifically addressing the issue of the rumoured internal conflict at Xbox. After nearly nine years at Microsoft, Bond stepped down on February 20, 2026. One of the prominent strategies during her leadership was the promotion of the ‘Xbox Everywhere’ concept, which expands Xbox from just hardware to a cross-device gaming service ecosystem, as summarized by KompasTekno from IGN, Tuesday (February 24, 2026). KOMPAS.com is committed to providing clear, trustworthy, and balanced facts. Support the sustainability of clear journalism and enjoy ad-free reading through Membership. Join KOMPAS.com Plus now.