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.

Xbox boss Phil Spencer attempts to ease the minds of Xbox Series X and S owners who are upset over the brand's recent "This Is an Xbox" ad campaign.

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.