Microsoft is accelerating its strategy to make Xbox accessible beyond traditional gaming consoles with the launch of a new advertising campaign. For years, Xbox has aimed to be a gaming platform available across a wide array of devices, and now, the “This is an Xbox” campaign reinforces this vision. Through this campaign, Microsoft is branding Xbox as a way to play games on various screens, from laptops and smart TVs to handheld gaming PCs and VR headsets—not just Xbox consoles.
“This Is an Xbox invites people to play with Xbox across multiple devices and screens,” says Craig McNary, Xbox’s senior director of marketing. The ads feature bold and fun visuals, reflecting Xbox’s evolution into a versatile gaming platform with a fresh, inviting tone. The campaign includes ads across digital platforms, billboards, and public transit, including buses, aiming to raise awareness that Xbox gaming can now be enjoyed on an array of screens.
This campaign builds on Microsoft’s broader effort, which started with Xbox Cloud Gaming over six years ago, to expand gaming experiences beyond hardware restrictions. Internally dubbed “Xbox Everywhere,” Microsoft has gradually expanded its reach by bringing Xbox games to competing platforms like PlayStation and Nintendo Switch, emphasizing accessibility and compatibility across a variety of devices. Earlier this year, Microsoft used “no console required” messaging for its Xbox TV app on Samsung smart TVs and Amazon’s Fire TV devices, making it even easier for players to access Xbox without purchasing a console.
In the “This is an Xbox” campaign, Microsoft underscores its goal to make Xbox a universal gaming service, inviting players everywhere to think of any screen as a gateway to the Xbox gaming experience.