The current landscape for Xbox is finding a new definition with Microsoft taking its gaming division in a more open approach to the industry. No more is Xbox just one console – its an avenue for gaming on multiple screens. We’ve already witnessed this with PC support & Xbox Cloud Gaming being the forefront to reach a broader audience. Even the Meta Quest is now enabled to play Xbox Game Pass for users on virtual reality.
Of course, the biggest jab Microsoft is taking is mobile gaming. It was announced that starting November 2024, there will be plans to launch its in-house mobile gaming app to make purchase from your smartphone. This comes after the recent integration for Xbox Game Pass in the Xbox app. Not to mention the Xbox firm fully addressing a handheld is also being prototyped at Microsoft currently as well.
So, what is Xbox now? Identifying it as one platform; a console is no more. In a new campaign revealed this week, the ‘This is an Xbox’ initiative showcases Xbox in its many forms now. From console, to mobile, and even Amazon Fire Stick – there is many ways you can engage with Xbox even outside of the hardware itself.
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. We also believe that gaming should be easy to access and available for everyone, so whether you have an Xbox console, play on PC, with Samsung Smart TVs, handhelds, mobile phones, Amazon Fire TV, or a Meta Quest headset with Game Pass Ultimate, you can play with Xbox.
In fact, you’re probably reading this on an Xbox-enabled device, that can be powered on with the help of Cloud Gaming or the Xbox App for PC. And that’s the inspiration for our new ‘This is an Xbox’ campaign. 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. Launching today, the campaign will come to life in a variety of ways.
Craig McNary, Xbox Marketing Senior Director
“To truly understand what an Xbox is, it’s equally important to understand what is not an Xbox. To bring this to life, we’ve had some fun and labeled ‘This is Not an Xbox’ on non-Xboxes in unexpected places, while also featuring our “This is an Xbox” campaign visuals across San Francisco, Atlanta, Chicago, Sydney, Melbourne, Brisbane, London, New York, and Berlin to highlight all the devices that are part of Xbox,” the Xbox Wire post explains.
Another aspect that appears to no define Xbox anymore is its titles. While unique releases are not going away, more of its defining titles are coming to competing systems. We see this with Indiana Jones and the Great Circle. And, Microsoft Gaming CEO Phil Spencer did elaborate that there is no red line drawn for where Microsoft stops in bringing a title to other consoles.
Are you behind this new campaign for Xbox?
Source: Xbox Wire
