Xbox really wants you to think nearly anything can be an Xbox. On Thursday, Microsoft and Xbox formally introduced the world to its new ad campaign. The “This is an Xbox” campaign featured images of all the devices on which players can access the Xbox ecosystem: laptops, traditional consoles, gaming handhelds, VR headsets, and even streaming gadgets like the Fire Stick. It’s the logical next step for what the company’s been transitioning toward for some time now — letting players play what they want wherever they want.
It’s a pretty cool ad campaign. It’s bold and straightforward. It’s easily meme-able and identifiable. Its messaging is fairly clear in getting the most casual of game fans onboard with the idea of playing the likes of Halo and Gears on the very same screen they’re likely looking at.
