The Xbox 360's infamous Red Ring of Death.

An official Red Ring of Death poster Microsoft sold in reference to the infamous console-bricking Xbox 360 hardware issue.

Photograph of Peter Moore, Microsoft's former entertainment VP that oversaw the creation of the Xbox 360.

Photograph of Peter Moore, Microsoft's former entertainment and gaming VP that oversaw the creation of the Xbox 360.

V, Cyberpunk 2077's protagonist, customized to look like David Martinez from the Cyberpunk: Edgerunners anime set in the same universe.

Cyberpunk 2077

A screenshot of a cutscene from Starsand Island featuring the player character and an NPC pulling an arrow back with a bow.

A screenshot of a cutscene from Starsand Island featuring the player character and an NPC pulling an arrow back with a bow.

Windows Central and Xbox logos on a green background

OG Xbox and Xbox 360 logos

Edited screenshot of the player character meeting Ratha in Monster Hunter Stories 3: Twisted Reflection

In the fires of war, a new Kinship is born.

Recreation of build what's next for Xbox slogan

Recreation of build what's next for Xbox slogan

Image of Satya Nadella

Image of Satya Nadella

Microsoft CEO Satya Nadella with Xbox CEO Asha Sharma

Rocking an Xbox hoodie, Satya Nadella revealed that he's "long" on gaming.

Original Xbox logo and Halo CE on a Retroid Pocket 6

xemu original Xbox emulator

Xbox logo cracking

After nearly two decades with Xbox, I'm reflecting on how its shifting brand messaging has shaped.