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.

Microsoft gaming boss Phil Spencer has responded to the launch of the company’s 'This Is An Xbox' ad campaign, which is already a meme online. This week, Microsoft launched a new advertising campaign designed to hammer home the fact that you can play Xbox pretty much on any device and anywhere,

In a new ad campaign, Microsoft claims that anything that can access Game Pass should be considered an Xbox now.