Xbox Expands Gaming Reach with New 'This is an Xbox' Campaign

Microsoft Expands Xbox Brand with "This is an Xbox" Campaign

For over five years, Microsoft has been on a quest to elevate the Xbox experience beyond traditional gaming consoles. Today, it starts a fresh marketing initiative dubbed the “This is an Xbox” campaign, emphasizing that every screen can now serve as an Xbox.

Emphasizing Multi-Device Gaming

Craig McNary, senior director of Xbox marketing, stated, “This Is an Xbox invites people to play with Xbox across multiple devices and screens.” This new campaign illustrates the evolution of Xbox as a comprehensive platform extending across various devices. The ads feature bold and fun visuals, paired with a light-hearted tone to resonate with gamers of all ages.

Advertising Across All Platforms

In an effort to reinforce this new vision, Microsoft will roll out a series of advertisements across online channels, digital billboards, and even on public transportation, including bus sides. These ads will clarify that everything from laptops to televisions, handheld gaming PCs, and VR headsets can now be classified under the Xbox brand.

Continuing the "Xbox Everywhere" Strategy

This campaign is part of Microsoft’s larger strategy to connect with gamers beyond the confines of the Xbox console. The initiative gained momentum with the launch of Xbox Cloud Gaming over six years ago. In recent months, this effort has been referenced internally as “Xbox Everywhere,” aiming to make more Xbox games available on platforms like PlayStation and Switch.

No Console Required

Accompanying this initiative is Microsoft's use of “no console required” messaging for its Xbox TV app, which targets users of Samsung TVs and Amazon Fire TV sticks. This approach makes gaming more accessible than ever, allowing players to enjoy Xbox experiences without owning the hardware.

Conclusion

As Microsoft aims to redefine the gaming landscape, the “This is an Xbox” campaign not only promotes the versatility of the Xbox brand but also highlights the future of gaming across various devices. Stay tuned as we witness continuous innovations from Microsoft, bridging the gap between consoles and multi-device gaming.

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