Bold new This is an Xbox: where every device becomes a console looks to revitalize their gaming brand yet again

At Xbox, the vision is clear: create a world where gaming is as accessible and flexible as possible, empowering players to enjoy their favorite games on nearly any device, from traditional consoles to PCs, mobile phones, smart TVs, and even VR headsets. Xbox is redefining gaming by making it easy to connect, discover, and immerse yourself in adventures across multiple platforms. This approach is brought to life through the latest This Is an Xbox campaign, celebrating Xbox’s seamless reach across devices worldwide.

Play Xbox anywhere, anytime

Gaming with Xbox has never been more versatile. With Xbox, you can dive into epic adventures on a console, fire up the PC, connect through Samsung Smart TVs, handheld devices, mobile phones, Amazon Fire TV, or even VR via the Meta Quest headset, thanks to Xbox Game Pass Ultimate. The essence of Xbox is becoming device-agnostic, allowing players to enjoy seamless gameplay wherever they are.

Today, you could be reading this on a device equipped to power up Xbox Cloud Gaming or the Xbox App for PC—demonstrating the incredible flexibility Xbox offers. This inclusivity is the core inspiration for the “This Is an Xbox” campaign.

This Is an Xbox: A bold new campaign

The “This Is an Xbox” campaign invites players to experience Xbox on numerous devices with striking visuals and a playful vibe that captures the brand’s fun spirit. Launching with eye-catching displays, this campaign stretches across major cities, illustrating Xbox’s capacity to bring gaming to a multitude of screens around the world.

Not just another console: What “This is not an Xbox” means

A unique twist in the campaign showcases the concept by distinguishing between devices that are and aren’t Xbox-ready. Through “This Is Not an Xbox” signs placed creatively on non-Xbox devices, and “This Is an Xbox” branding spread across vibrant urban landscapes—like San Francisco, New York, London, and Berlin—the campaign highlights the devices that can provide an Xbox experience anywhere.

Bringing this campaign to life, Xbox has released a live-action trailer that follows a player as they experience gaming on various devices, showing the true freedom of Xbox’s ecosystem. Set to Black Sheep’s upbeat classic, “The Choice Is Yours,” this video captures the heart of Xbox’s message: no matter which device you choose, Xbox is there to deliver a premium gaming experience, on-the-go or at home.

Expanding the Xbox experience with brand collaborations

To amplify the “This Is an Xbox” campaign, Xbox has partnered with popular brands like Samsung, Crocs™, Porsche, and The Happy Egg Co. (UK). Each partnership adds a unique layer to the campaign, helping Xbox reach audiences in new and exciting ways.

For Samsung, the integration with Xbox Game Pass Ultimate on Samsung Smart TVs has unlocked instant access to hundreds of high-quality games directly from Samsung’s Gaming Hub. This collaboration not only brings the Xbox experience to Samsung screens globally but also includes the campaign’s branding on home screens and on a grander scale in iconic locations like Times Square.

Xbox Gear Shop: Show your Xbox pride

As part of the campaign launch, Xbox fans can now find a range of exclusive merchandise in the Xbox Gear Shop. From T-shirts and hoodies to phone cases for iPhone and Samsung and sticker sheets, this collection allows fans to celebrate their love for Xbox in style. Whether you’re labeling your devices with “This Is an Xbox” stickers or donning Xbox apparel, there’s something for everyone.

Expanding your gaming universe with Xbox’s latest titles

Xbox continues to deliver an impressive lineup of games across genres, from well-loved franchises to highly anticipated releases. With upcoming titles such as Call of Duty: Black Ops 6, Indiana Jones and the Great Circle, Avowed, and Microsoft Flight Simulator 2024, players have more reasons than ever to join the Xbox ecosystem. This extensive game library ensures that Xbox remains the top choice for gamers, offering excitement and adventure for everyone.

Take the “This is an Xbox” quiz: Test your Xbox knowledge

 

For those eager to learn more, Xbox offers an engaging quiz as part of the “This Is an Xbox” campaign, designed to help players understand what makes an Xbox device and how they can elevate their gaming experience from any device. With so many ways to play, the quiz gives fans an interactive way to connect with Xbox’s innovative, player-focused approach.

With Xbox’s groundbreaking efforts in expanding gaming accessibility and flexibility, players now have more choices than ever before. Whether you’re on a console, PC, smart TV, or mobile device, Xbox’s mission is to bring gaming to everyone. The “This Is an Xbox” campaign is a testament to Xbox’s vision of a future where gaming is boundless, powered by player choice, and available anytime, anywhere.