If there's one thing Xbox loves more than life itself, it's marketing campaigns all about Xbox. After dropping the much-maligned 'This is an Xbox' campaign on behalf of newly minted CEO Asha Sharma, Xbox is back with another campaign. This time, a rebranding of sorts.
So what changed?
Well, not really anything.
After asking gamers if the brand should be Xbox or XBOX, the official social media account has now changed its name in response to an overwhelming majority (64.8 percent) believing Xbox should be XBOX. (still with us?)
As Windows Central noted, the rebranding harkens back to the original Xbox and Xbox 360 era, when Xbox was “edgy” and different from anything else on the market.
The Xbox is back, but can it return to its former glory?
The future of Xbox is unclear, but the console brand is determined to make a comeback.
Note that it's the 25th anniversary of the Xbox, so a rebrand like this is almost unfathomable timing, all things considered. It is currently unclear whether this will extend beyond social media. It probably depends on if the media and gamers use the XBOX over the Xbox method and make it a “thing”.
Xbox is going back to its roots
In addition to becoming XBOX again, the brand also brought back its signature green Mountain Dew motif. Not only did the logo go back to green, but Xbox also added a boot animation to coincide, ensuring that this was more than just a nostalgia draw.
“By reintroducing the green of the early 2000s and adding a nice new sense of dimension, it marks a clear shift away from the minimalism of the previous logo's refresh,” Michael Guerin, senior partner, design, Lippincott, told AdWeek. “For gamers, it can feel like a return to Xbox's roots while looking built for the future.”
Not only did Xbox bring back green, it's also bringing back its popular FanFest community events.
“In my first month, I heard clearly that our community values Xbox FanFest,” Sharma wrote on Twitter. “As part of the return of Xbox, we made the decision to bring it back to LA to recognize the players who have been with us over the years.”
That event will take place after Xbox's own Showcase event during Summer Game Fest week.
If it's not already abundantly clear, Xbox is trying to position itself for its next generation in every possible way, including all caps.
- Stamp
-
Microsoft
- Original release date
-
November 10, 2020
- Original MSRP (USD)
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$499 USD
- Operating system
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Proprietary (Windows based)
- Processor
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Custom AMD 8-core Zen 2 3.8 GHz
- Resolution
-
720p – 4K UHD
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