Julio Neves
Microsoft has long been building the concept that “Xbox” is no longer just a console but an ecosystem of gaming experiences spanning PCs, mobile devices, and the cloud. After years of expanding Xbox services across platforms, Microsoft has now launched its boldest campaign to date, pushing the idea that any device you play Microsoft games on can be considered an “Xbox.”
The newly launched “This Is an Xbox” campaign emphasizes that Xbox is a platform accessible anywhere and on any device. Microsoft is calling this an “immersive takeover,” unveiling a broad marketing strategy that includes an online quiz, fresh merchandise, and a new slogan to spread the message.
Microsoft’s commitment to this vision is clear in its extensive new ad campaign. You’re likely to see video ads for “This Is an Xbox” everywhere in the coming days—from social media to streaming platforms and public billboards. In fact, some massive outdoor advertisements showcase devices like smartphones and laptops with the Xbox message emblazoned across buildings and buses, visually reinforcing that Xbox is not confined to a console but is instead a brand that bridges every screen.
We’ll delve deeper into what this campaign means for the future of Xbox, but it’s undeniable: Microsoft wants the world to view “Xbox” as a universal gaming brand that’s available on practically any mainstream electronic device.
