The Xbox Series X marketing campaign has begun with a gamer-focused and experience-led trailer that embodies Phil Spencer’s 2014 vision.
T-Minus one month and counting until the next generation of Xbox launches, and the marketing campaign has ignited out of Xbox HQ.
The first official launch trailer for the Xbox Series X|S is here, promising to let you “Power Your Dreams” … alongside Daniel Kaluuya of Get Out and Black Panther fame.
The trailer has a quirky yet exhilarating Ready Player One vibe, acting as an ode to Xbox favourites Halo, with subtle references of Minecraft, Assassin’s Creed and and PUBG.
Interestingly, the focus seems firmly on the console’s “vision”, that is as an entry-point to a gaming ecosystem, rather than the sheer power of the console itself. It’ll certainly be interesting to see which direction Sony takes with the PlayStation 5.
It really does hone back to the vision Xbox head Phil Spencer initial envisioned when he came on board to guide Xbox through a new era.
Last week I talked about the history of Xbox One leading into the Series X, from its turbulent start in the Kinect era under Don Mattrick, through to the current gamer-centric Phil Spencer era.
Here’s an extract from that piece:
Shortly after his appointment, Spencer said that the Xbox name was first and foremost a gaming brand. At the time, this was a philosophy that appeared at odds with Microsoft’s initial “ultimate, all-in-one home entertainment system” direction, as weird as that may seem.
“My goal, first and foremost, is to make sure that everybody understands that Xbox is a gaming brand and it’s going to be gaming first,” Spencer said back in 2014. “That’s a leadership principle that I will bring to the program from day one. It’s not that it hasn’t been there in the past, but if you put the studio guy at the head, you kinda know what you’re going to get.”
When Microsoft announced the Xbox One, it honed in on the console’s entertainment abilities, a direction some gamers felt left them in the dark as games seemed to take a back seat.– Extract from Where Xbox One was doomed to fail, Xbox Series X is set up to succeed
Seven years on since the launch of the Xbox One and more than six years since Spencer came on board, Xbox Series X may well be the first big leap towards that initial vision.