It is not exactly a mystery what Xbox is attempting to do with its current push for mass adoption of the Xbox brand and library, while significantly downplaying the need for an actual Xbox console.

In recent months Microsoft has been referring to this internally as “ Xbox Everywhere ,” as it increasingly looks at bringing more Xbox games to PlayStation, Switch, and other platforms and devices. Microsoft has also been using “no console required” messaging for its Xbox TV app for Samsung TVs and Amazon’s Fire TV sticks earlier this year.

Xbox boss Phil Spencer attempts to ease the minds of Xbox Series X and S owners who are upset over the brand's recent "This Is an Xbox" ad campaign.

Microsoft gaming boss Phil Spencer has responded to the launch of the company’s 'This Is An Xbox' ad campaign, which is already a meme online. This week, Microsoft launched a new advertising campaign designed to hammer home the fact that you can play Xbox pretty much on any device and anywhere,

These times are very trying and it’s understandable if someone goes a little off the deep end once in a while. Just like Norman Bates said in Psycho, “We all go a little mad sometimes.” However, a new Xbox ad campaign has us a little concerned.

A new marketing campaign from Microsoft emphasizes the company's push to support Xbox gaming on a variety of third-party devices.

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.