Ex-Blizzard president Mike Ybarra says awkward Microsoft "this is an Xbox" campaign is the "wrong idea, wrong time": "Whoever came up with this clearly doesn't play games"

One of WoW Dragonflight's characters holds out their hand — (Image credit: Blizzard)

Microsoft has been dedicated to its beguiling "this is an Xbox" campaign for about a year now, but time has not made former Blizzard president Mike Ybarra any more convinced things like TVs and Meta Quests are "Xbox" simply through the healing power of cloud gaming.

Therefore, "Ditch the 'This is a Xbox' campaign," Ybarra writes in an October 19 tweet. "Wrong idea, wrong time. Xbox is about games - games always rule the world."

"In fact, you're probably reading this on an Xbox-enabled device." I am not. So the idea that Xbox is ubiquitous seems unbelievable – especially since players need to pay increasingly astonishing prices for the Ultimate subscription service, which, according to McNary, is what grants them the privilege of Xbox-ing their lives.

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Ashley is a Senior Writer at GamesRadar+. She's been a staff writer at Kotaku and Inverse, too, and she's written freelance pieces about horror and women in games for sites like Rolling Stone, Vulture, IGN, and Polygon. When she's not covering gaming news, she's usually working on expanding her doll collection while watching Saw movies one through 11.

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