Microsoft recently released a new ad for its Xbox brand, continuing its "This is an Xbox" marketing campaign. The ad is quite unique, revolving around a character who calls himself an "ex-boxer," cleverly using a pun on the similarity in pronunciation to "Xbox" to attract attention.
It's worth noting that this seemingly odd advertisement also specifically showcases the new hardware recently added to the Xbox family—ASUS ROG Xbox Ally XThis also highlights Microsoft's recent Xbox branding strategy.change.
Strengthen the concept of "ecosystem" and downplay the importance of single host hardware.
This advertising strategy is clearly in line with Microsoft's focus this year on promoting the "Xbox ecosystem" rather than just emphasizing the Xbox hardware console.
Jason Ronald, Microsoft's vice president of Xbox gaming devices and ecosystem, and also known as the vice president of "Next Generation at Xbox," stated in August that Microsoft is focused on "how to evolve the Xbox ecosystem so that players can play games anywhere," and will also "continue to create dedicated devices optimized for gaming, such as the Xbox Ally or next-generation consoles."
Furthermore, Microsoft CEO Satya Nadella previously hinted that the next-generation Xbox might "be more like a PC." The prominent highlighting of the ROG Xbox Ally X handheld device in this advertisement seems to be paving the way for this strategy.
Marketing strategy shift under revenue pressure
Despite Microsoft's lavish marketing campaigns for its gaming division, the Xbox brand has faced numerous challenges this year. Not only has it experienced...Mass layoffsGame project cancellations and studio closures, etc.turmoilRecent reports also indicate that Microsoft executives have set up [a specific program/structure] for its studios."Unrealistic" profit targets.
Under this pressure, Microsoft has raised prices again for its Xbox console and Game Pass subscription service in recent months.PriceThis indicates that the company is seeking a more urgent revenue balance between hardware sales and subscription services.
This advertisement emphasizes "Xbox" as a cross-device ecosystem rather than a single piece of hardware, which may also be a marketing shift under this operational strategy.
