Microsoft Redefines What is an Xbox in New Marketing Campaign

It’s been four years this week since Microsoft released its Xbox Series X console, and today the company kicked off a new “This is an Xbox” marketing campaign that aims to redefine what really is an Xbox in 2024. In short, Microsoft believes that any screen that’s connected to the Internet can now become an Xbox.

“At Xbox, we’re building a future defined by player choice—where people can play their favorite games, discover new adventures, and connect with friends, wherever and however they love to play,” the Xbox team said today. “This Is an Xbox invites people to play with Xbox across multiple devices and screens. It showcases the evolution of Xbox as a platform that extends across devices, with bold, iconic, fun visuals and a light-hearted tone.”

As of today, Xbox games are available on Xbox consoles, Windows PCs, and other devices than can access Xbox Cloud Gaming. That includes macOS and Linux, iOS and Android devices, select Samsung smart TVs and Amazon Fire TV devices, plus Meta Quest headsets.

Later this month, Microsoft will reportedly make it possible for Xbox gamers to play the Xbox games they own via Xbox Cloud Gaming. Speaking with Game File’s Stephen Totilo this week, Phil Spencer said “We think about the Xbox platform as the Xbox console, PC and cloud. We want all the games playable across all of those. We want them to be Play Anywhere.”

Microsoft’s “This is an Xbox” marketing campaign will go live across various cities including San Francisco, Atlanta, Chicago, Sydney, Melbourne, Brisbane, London, New York, and Berlin. “To further extend This Is an Xbox, we’ve partnered with several brands including Samsung, Crocs, Porsche, and The Happy Egg Co. (UK) to help bring the campaign to life in unexpected and entertaining ways,” the company said today.

Microsoft is currently doing something quite unprecedented in the gaming industry by making Xbox games available on more devices, with the company’s first-party games launching on Xbox, PC, and Xbox Cloud Gaming on day one. The company also started porting some of its games on PlayStation and Nintendo consoles, and Phil Spencer reiterated this week that this was just the beginning.

While it’s certainly a positive thing to see games available on more platforms, Xbox fans who prefer the console experience may be legitimately worried about the future of Xbox hardware. Xbox console sales have been cratering quarter after quarter, and it may become increasingly difficult for Microsoft to convince gamers to invest in Xbox hardware when Xbox games may soon play better on Sony’s new PlayStation 5 Pro.