It is not exactly a mystery what Xbox is attempting to do with its current push for mass adoption of the Xbox brand and library, while significantly downplaying the need for an actual Xbox console.

In a new ad campaign, Microsoft claims that anything that can access Game Pass should be considered an Xbox now.

Microsoft gaming boss Phil Spencer has responded to the launch of the company’s 'This Is An Xbox' ad campaign, which is already a meme online. This week, Microsoft launched a new advertising campaign designed to hammer home the fact that you can play Xbox pretty much on any device and anywhere,

These times are very trying and it’s understandable if someone goes a little off the deep end once in a while. Just like Norman Bates said in Psycho, “We all go a little mad sometimes.” However, a new Xbox ad campaign has us a little concerned.

Xbox chief Phil Spencer has recently been doing the interview circuit, mixing up his usual advocacy for Microsoft's slate with some more eyebrow-raising claims: Such as that, after the jobs bloodbath that followed the Activision-Blizzard acquisition,

It’s been four years this week since Microsoft released its Xbox Series X console, and today the company kicked off a new “This is an Xbox” marketing campaign that aims to redefine what really is an Xbox in 2024.