Microsoft has been making some big moves lately with various acquisitions over the years. The last console release offered two different models, allowing players to choose how much power can be had under the hood. Then, we saw Xbox Game Pass take off and provide a means to enjoy a barrage of games through a subscription service. However, a new marketing campaign from Xbox might focus on removing the idea of an Xbox being just another console.
A new post on the Xbox Wire has highlighted a new campaign dubbed This is an Xbox. It’s all an effort to share the mindset of Xbox being something you can enjoy wherever and however you’d like. With Xbox Game Pass being more widely available on devices through cloud gaming, almost anything could be considered an Xbox. Or at least that is the idea Microsoft has right now. This campaign recently kicked off and spread the idea of players being able to enjoy the latest generation of gaming with everything from your console, PC, Smart TVs, handheld devices, mobile phones, Amazon Fire TVs, and more.
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 Senior Director, Xbox Marketing
Of course, that might spark some red flags from fans of the Xbox brand and invested money towards it. The future of what Xbox is going forward might be perplexing. Could we still see a focus on consoles, or will it transition toward being more of a service? We already know that some hardware ideas are still floating around at the Xbox headquarters. The head of Xbox, Phil Spencer, recently commented on how they work through some Xbox handheld prototypes.
Still, it does leave some wondering what path Microsoft is taking with its gaming division. In the same interview, Phil Spencer mentioned the idea of an Xbox handheld; it was also noted that there is no red line about what franchise could see itself coming to rival platforms.
