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Microsoft Silently Does Away With "This Is An Xbox" Campaign
Microsoft has quietly removed most evidence of its "This is an Xbox" marketing campaign from the internet, including a now-blank webpage for its announcement. This change follows the appointment of Asha Sharma as Xbox's new executive vice president and CEO and comes less than a month after former CEO Phil Spencer retired and president Sarah Bond departed. The campaign, reportedly driven by Bond, aimed to show Xbox as more than just a console but was met with consumer confusion and internal criticism.
Microsoft Has Seemingly Retired “This is an Xbox” Marketing Campaign
Microsoft appears to have retired its "This is an Xbox" marketing campaign, with related content removed from Xbox Wire. The campaign, spearheaded by former Xbox president Sarah Bond, aimed to position Xbox as a multiplatform brand through services like Game Pass and Xbox Cloud Gaming. This move follows recent leadership changes at Microsoft Gaming, including the departure of Bond and the appointment of Asha Sharma as CEO.
Microsoft quietly retires 'This is an Xbox' marketing campaign
Microsoft has seemingly retired its 'This is an Xbox' marketing campaign, removing related blog posts from Xbox Wire. This shift occurs shortly after leadership changes and as Xbox continues its multiplatform strategy, releasing titles like Forza and Halo on competing consoles. The company remains committed to its next-generation console, codenamed Project Helix, which will also support PC titles.
SEGA's PS5 Games Get Good Reviews, So Why Aren't You Buying Them?
SEGA acknowledges a disconnect between the strong critical reception of its PlayStation 5 games and their actual unit sales. The publisher plans to reform its marketing and sales mechanisms, focusing on digital initiatives and data-driven strategies to improve sales performance for titles like Like a Dragon: Infinite Wealth and Persona 3 Reload.
SEGA: Strong reviews for latest batch of games aren’t yet translating to better sales
SEGA acknowledges that strong reviews for its recent games are not yet leading to significantly improved sales. The company believes it needs to enhance its marketing and digital sales strategies to better capitalize on critical acclaim, recognizing a lag in areas where competitors like Capcom excel.
Eyedentity Games Unveils Dragon Nest Classic SEA First Anniversary Update and New Server Argenta - GameHaunt
Eyedentity Games is launching a new server named Argenta for Dragon Nest Classic SEA on March 1, 2026, coinciding with the game's first anniversary. The update introduces the new Kali class and is supported by a $210,000 marketing campaign focused on Southeast Asian markets. The developer has also outlined a roadmap for 2026, including further content updates and new classes.
Original founders of Bossfight Entertainment re-launch studio as Bossfight
Several companies within the game industry have announced new leadership appointments and expansions in March 2026. ProbablyMonsters added three executives to its leadership team, Kasedo Games appointed Timea Edvi as publishing director, and Sixteen Tons named Sebastian Nußuam as CCO. Microsoft Gaming, Midwest Games, and Escape Velocity Entertainment also saw new hires in key roles.
Stardock announce an expansion into indie game publishing
Stardock Entertainment has announced an expansion into indie game publishing, aiming to support developers struggling with marketing and community management. CEO Brad Wardell stated the company will leverage its experience to help new titles succeed amidst a crowded market. Stardock plans to sign only three games per year to ensure adequate attention for each project.
Jobs Roundup: March 2026 | ProbablyMonsters expands its leadership team
Several gaming companies have announced new executive appointments. ProbablyMonsters added Jonathan Lander, David Reid, and Mark Subotnick to its leadership team. Kasedo Games appointed Timea Edvi as publishing director, Sixteen Tons named Sebastian Nußuam as CCO, and Microsoft Gaming welcomed Alison Zeng as strategic partner manager. Additionally, Adam Orth has become COO at Midwest Games, and Arah Collins joins Escape Velocity Entertainment as senior narrative designer.
Want to Play Big Walk? You’ll Need to Take One First
Indie publisher Panic has announced that demos for their upcoming game, Big Walk, will only be available by playing in person at their office, eschewing digital distribution methods like Steam. This unconventional marketing strategy has sparked debate within the gaming community, with some praising its novelty and others criticizing its impracticality and potential to alienate players. The success of this approach hinges on the game's quality and the execution of the in-person experience, potentially signaling a shift towards more experiential marketing in the industry.
Marathon tweaks cash shop currency bundles and promotes launch with a hidden camera prank
Bungie has adjusted the currency bundles for its extraction shooter Marathon's in-game cash shop, Lux, increasing the amount of currency per pack and offering credits for past purchases. The studio also released a promotional video featuring a hidden camera prank to promote the game's launch.
South of Midnight Shows Off Critical Praise in New PS5 Trailer
A new trailer for South of Midnight highlights critical praise for the upcoming PlayStation 5 title, suggesting strong review scores. This 'Critical Acclaim' trailer indicates the developers are confident in the game's quality and may be aiming to build momentum for its release or sales.
Call of Duty is the latest game deployed to celebrate the Trump Administration's violent tactics
The official White House X account posted a video intercutting footage of recent strikes in Iran with clips from Call of Duty Modern Warfare 3, including a 'killstreak' animation. This action drew criticism for appearing to celebrate violent tactics, with White House communications director Steven Cheung responding with 'W's in the chat, boys!' The article also notes past instances of government agencies using video game imagery for messaging.
Forza Horizon 6 kicks off month of updates in the dullest way possible
Forza Horizon 6's first gameplay demonstration, a nine-minute silent drive through Tokyo, has been criticized for its lack of excitement and missing features like customization and racing. While the game is set to launch on May 19, 2026, for PC and Xbox Series X/S, it will arrive later on PlayStation 5. This underwhelming reveal is seen as part of a broader trend of publishers putting minimal effort into game announcements.
"In a sense, we're kind of victims of ourselves" says Crimson Desert's chief marketer, who reckons it plunged over the announcement Kliff too early
Pearl Abyss marketing director Will Powers admits that Crimson Desert was announced too early, leading to confusion about the game's identity. He explained that the game has evolved significantly since its initial reveal six and a half years ago, becoming an amalgamation of its original concept and subsequent development, including the creation of a new engine. Powers believes this early announcement created an "air of mystique" but acknowledges it was a consequence of the team's own actions.
Crimson Desert Studio Wants to Strike Balance Between Raising Awareness and Not Over-Promising
Pearl Abyss marketing director Will Powers discussed the strategy for Crimson Desert, emphasizing the need to balance raising awareness with avoiding over-promising to players. He acknowledged the studio's MMORPG heritage and the game's evolution since its initial 2019 announcement, aiming to manage expectations for the single-player open-world title launching March 19th on PC, PlayStation 5, and Xbox Series X/S.
Super Meat Boy vastly outperformed one "biz guy" who would "make up numbers" and pulled the plug on its marketing
A marketing team's inaccurate projections for the iconic platformer Super Meat Boy were significantly outperformed by the game's actual sales. This led to the termination of the marketing efforts for the title.
15 Big Movies That Didn’t Deliver on the Hype
This article analyzes 19 films that failed to meet high audience expectations despite significant hype generated by trailers, marketing, and star power. Movies like Wonder Woman 1984, Thor: Love and Thunder, and Madame Web are discussed as examples where execution, storytelling, or substance fell short of the generated buzz. The piece concludes that while hype can drive initial interest, quality storytelling and emotional resonance are ultimately crucial for a film's success.
Marvel Rivals Celebrates the Movies Throughout 2026 in Run Up to Avengers: Doomsday
Marvel Rivals is launching a 'Path to Doomsday' event series throughout 2026, featuring in-game events inspired by each Avengers movie leading up to the release of Avengers: Doomsday. The first event in April will include a limited-time asymmetrical PvP mode where one player controls Loki against six other heroes.
"We're Not Hiding Anything," Crimson Desert Rep Says As Players Demand Console Footage
Pearl Abyss PR and marketing director Will Powers addressed player demands for console footage of Crimson Desert, stating the company is not hiding anything and will reveal more information closer to the game's March 19 launch. The upcoming action-adventure game is available for preorder on PC, PlayStation 5, and Xbox Series X|S.
