Things are changing fast at Xbox as it continues its march toward becoming what is essentially a third party publisher…that also makes hardware.

Why is "This is an Xbox" beneficial to console owners, then? Well, as Phil says, Microsoft Gaming clearly needs to tap into the PC, cloud and mobile markets as much as possible in order to grow and achieve success in the future. Without that, the suggestion is that console on its own couldn't sustain the brand as time goes on.

Microsoft Gaming head Phil Spencer has chimed in once again on Xbox’s status as a video game platform.