Microsoft has been trying to expand the Xbox experience across devices for more than five years, and now it’s launching a marketing campaign to make it clear that every screen is now an Xbox. Today, the new “This is Xbox” campaign launches to position the Xbox brand as a way to play games across devices, not just as an Xbox console.
“The ‘This is Xbox’ campaign invites people to play Xbox on a variety of devices and screens,” explains Craig McNary, senior director of marketing at Xbox. “It showcases Xbox’s evolution as a cross-device platform with bold, iconic, fun visuals and a lighthearted tone.”
Microsoft has created a series of commercials that will appear online, on digital billboards and even on the sides of buses, which are designed to make it clear that laptops, TVs, portable gaming PCs and even VR headsets can now be considered Xbox.
It’s the latest step in Microsoft’s ongoing gaming strategy to reach players beyond the Xbox console, something that began with the introduction of Xbox Cloud Gaming more than six years ago.
In recent months, Microsoft has been referring to this project as “Xbox Everywhere” as it increasingly looks at bringing Xbox games to PlayStation, Switch, and other platforms and devices. Earlier this year, Microsoft also used the “no console required” message for its Xbox TV app for Samsung TVs and Amazon’s Fire TV set-top boxes.
