Former Microsoft CEO Criticizes ‘This Is An Xbox’ Slogan
The Xbox community has been in the news lately for its price hikes, mixed messages, and new device strategies. However, this time, the criticism didn’t come from insiders, but from a former Microsoft executive. Mike Ybarra slammed Xbox’s “This Is An Xbox” slogan in a post shared over the weekend. According to Ybarra, Xbox is losing its gaming-focused identity and becoming a “non-obvious” brand.
Mike Ybarra: “Anyone Who Thinks This Must Not Be Gaming”
Former Microsoft and Blizzard executive Mike Ybarra, in a statement on social media, said Xbox’s current strategy is “confused and inconsistent.” He particularly criticized the “This Is An Xbox” slogan, which has been revived with new portable devices like the Xbox Ally and Ally X. Ybarra stated, “Xbox is about gaming. If there’s no parity between the console and other devices, it’s not an Xbox. Whoever thought of this slogan clearly doesn’t play games.”
Ybarra’s criticisms were directed not only at the slogan but also at Xbox’s overall strategy. He argued that Microsoft has been trying to maintain its identity as a hardware manufacturer in recent years while simultaneously continuing to port its games to rival platforms, damaging its own brand. “It’s foolish to continue producing consoles if all games are going to be third-party,” he said, adding that Xbox’s divergent strategy is harming the brand.
Currently, Halo appears to be the only major franchise remaining exclusive to Xbox, while rumors of a Combat Evolved remake, even featuring Master Chief, are swirling for PlayStation. This further reinforces Ybarra’s criticism that “Xbox isn’t just Xbox anymore.” Ybarra highlighted the uncertainty by saying, “If Xbox were to refocus on hardware, that would be great, but it doesn’t appear there are any such plans.”
Over the past year, Xbox has outlined a vision for a more open ecosystem by releasing its games on different platforms like Steam and Nintendo. However, this vision has raised questions in the minds of console-focused loyalists. Ybarra argues that this confusion will harm the Xbox brand in the long run: “The company is still following the ‘middle ground,’ but that only undermines trust.”
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