"Microsoft has embraced the ex-boxer meme for its latest Xbox advert, as the company continues with its "this is an Xbox" marketing campaign. Featuring a self-proclaimed ex-boxer, the bizarre advert also spotlighted the new dedicated hardware that recently joined the Xbox family, the Asus ROG Xbox Ally X. This year has seen Microsoft focus more on the idea of an Xbox ecosystem--rather than on the idea of dedicated Xbox hardware--as it continues work on its next-gen plans for the brand."
"Microsoft CEO Satya Nadella has also suggested that the next Xbox could be more like a PC, and the company is once again partnering with AMD to help build its gaming hardware. While Microsoft has rolled out some flashy marketing for its gaming division, the year has also been rocky for it due to layoffs, game cancellations, and studio closures."
Microsoft embraced the ex-boxer meme for a new Xbox advert that showcased the Asus ROG Xbox Ally X. The company is emphasizing an Xbox ecosystem that spans multiple devices rather than only dedicated consoles. Corporate messaging emphasizes evolving the Xbox ecosystem so players can play games wherever they want while continuing to build dedicated, gaming-optimized devices such as the Xbox Ally and a next-generation console. Company leadership indicated the next Xbox could be more like a PC and is partnering with AMD on gaming hardware. The year also included layoffs, game cancellations, studio closures, high profit targets, and price increases for consoles and Game Pass.
Read at GameSpot
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