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.

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,

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

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.

Microsoft has been trying to expand Xbox to multiple devices for more than five years now, and now it’s launching a marketing campaign to make it very clear that it thinks every screen is an Xbox now.