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New Xbox campaign confirms Microsoft’s console plans

Umito November 15, 2024

Microsoft has launched a new marketing campaign called “This is an Xbox”. The central concept of the campaign is that Xbox is no longer a single console, but is now moving closer to an ecosystem in which users can enjoy their favorite games on various platforms tailored to their individual needs. While the campaign highlights the Xbox Series X and Series S consoles, various other platforms also get a showcase, including PC, Fire Stick, ASUS ROG Ally The goal of the campaign is to show players how many options they have for accessing Xbox games when they have a Game Pass subscription.

The campaign was launched with a new trailer, as well as a quiz accessible on the official Xbox website. The quiz asks participants to answer whether each item is an Xbox. Even if the item in question is a Meta Quest or a smart TV, the answer is that yes, Microsoft considers these items to be an Xbox thanks to Xbox Game Pass and Cloud gaming. However, items like a bento box and a litter box fall into the “no” category.

Videos from ComicBook.com

This new campaign encapsulates much of what we’ve heard from Microsoft over the past few years. While the Xbox Series We’ve seen this strategy deployed through ads touting Game Pass’s compatibility with Amazon Fire devices.but it is a much larger initiative involving more partners. It’s a very different strategy than we’ve seen with competitors like Nintendo and PlayStation, two companies that have been much more successful in recent years.

Speaking of PlayStation and Nintendo, their devices are notably absent from the “This is an Xbox” campaign. Microsoft has so far avoided offering Game Pass on these devices, but that hasn’t stopped the company from making an effort to build an audience on these platforms. Several high-profile Xbox games are now available on PS5 and Switch, including titles like Based And Penment. The decision to bring some of Microsoft’s biggest exclusives to these platforms has sparked widespread concern among longtime Xbox fans, who fear the company will eventually stop making consoles and instead focus on development games for other platforms.