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Tag Archives: Campaign

New Xbox CEO retires “This is an Xbox” campaign

New Xbox CEO Asha Sharma has officially retired the controversial “This is an Xbox” marketing campaign. The initiative, which debuted in late 2024, sought to brand everything from smart TVs to handhelds as an Xbox, suggesting that dedicated hardware was optional. According to a Microsoft spokesperson, Sharma pulled the plug …

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KitGuru Games: Age of Empires IV is here – was it worth the wait?

Not long ago, Age of Empires was a dormant franchise, forgotten and left behind as Microsoft shifted its focus to Xbox. The last mainline game, Age of Empires III, released back in 2005 and for well over a decade, it looked like we would never get a sequel. That changed back in 2017, with Microsoft partnering with Relic Entertainment to modernise the series and deliver Age of Empires IV. Now, this long-awaited sequel has finally arrived – was it worth the wait?

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