The “This Is an Xbox” campaign has turned some heads recently. With the gaming company continuing to push accessibility rather than hardware, it raises the question: Are the console wars finally over?

In recent months Microsoft has been referring to this internally as “ Xbox Everywhere ,” as it increasingly looks at bringing more Xbox games to PlayStation, Switch, and other platforms and devices. Microsoft has also been using “no console required” messaging for its Xbox TV app for Samsung TVs and Amazon’s Fire TV sticks earlier this year.

For anyone paying close attention to the growing handheld gaming field, you may have seen a rumor or two over the last year that Microsoft is supposedly working on an Xbox handheld. It would stand to reason the company would jump on the bandwagon after Steam and Asus blew the doors off with wild success,

Microsoft CEO confirms development of handheld Xbox, still in prototype stage. (86 characters) Microsoft aims to replicate Nintendo's handheld success, learning from past failures. (85 characters) Introduction of handheld Xbox may expand market appeal,