Recently, Xbox officially released a new advertisement for XGP, which caused dissatisfaction among many players.The video shows how its gaming business has evolved by contrasting what it once was like to rent a game store to what it now offers as a digital subscription service.

Video appreciation:

Then: A (sleazy) man huddles in a store returns box, excited to get a copy of Gears of War.Now: The man (with neat hair) sits in front of the screen, playing Gears Reloaded via XGP.It ends with: "This is how we play today."

Many people believe that the advertisement is full of ridicule and contempt for physical players.Coupled with the recent price increase of XGP, fans’ dissatisfaction has been intensified.Someone said: "I have been using Xbox for 7 years, are you going to force me to buy a PS5?" "This is the best PS5 promotional video."Foreign media Eurogamer believes that this advertisement has confusing logic, lack of emotion, failure in emotional communication, and unclear brand positioning.