Story perspectives
Former Blizzard President Slams Microsoft's Xbox Campaign Strategy
10/21/2025
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Story summary
- Mike Ybarra, the former Blizzard Entertainment president, criticized Microsoft's This is an Xbox campaign as a poor strategy for the Xbox brand.
- Launched in November 2024, the campaign compares Xbox consoles to various devices.
- Ybarra said that if games lack parity across platforms, calling them all “Xbox” confuses consumers.
- Microsoft remains committed to its multi-platform approach, with reports of a next-gen Xbox in development.
