After Xbox’s impressive showcase this past summer, I published an article asserting that the brand’s Game Pass service is its future. I stated that it’s becoming increasingly evident that Xbox’s primary focus is growing its Game Pass subscriber base, connecting this to Microsoft’s long-term strategy of constructing software and cloud services. Recently, that strategy has develop into even clearer as Xbox first-party titles are actually available on PlayStation and Switch consoles. Now, Xbox is making it clear that the Xbox brand is about gaming and software, launching a whole marketing campaign to coach consumers that they will get the Xbox experience without buying a console.
The “This Is an Xbox” campaign will even feature “This Is Not an Xbox” visuals, rolling out across San Francisco, Atlanta, Chicago, Sydney, Melbourne, Brisbane, London, Recent York, and Berlin. The campaign invites people to play with Xbox across multiple devices, highlighting Xbox’s evolution as a platform that spans diverse screens. This includes playing on PC, with Samsung Smart TVs, handhelds, mobile phones, Amazon Fire TV, or perhaps a Meta Quest headset. Simply put, get a Game Pass Ultimate subscription, and you may play with Xbox, as you likely already own considered one of these devices.
Xbox can also be partnering with various firms to advertise the campaign, including Samsung, Crocs, Porsche, and The Pleased Egg Co. For instance, considered one of the simplest ways to play with Xbox is thru a Samsung Smart TV with the Xbox app, as long as you may have an Xbox Game Pass Ultimate subscription. To rejoice the campaign launch, Microsoft is offering “This Is an Xbox” merchandise through the Xbox Gear Shop, including T-shirts, hoodies, and phone cases.
