Microsoft reveals its new marketing campaign: ‘This is an Xbox’

Microsoft has revealed its latest marketing campaign, designed to highlight the numerous ways Xbox games can be played.

The new slogan, “This is an Xbox”, consists of a humorous series of statements pointing out things that aren’t an Xbox – such as bento boxes and bus stops – as well as devices that can play Xbox games.

These include mobile phones, laptops, Amazon Fire TV sticks and the ROG Ally handheld.

“This is an Xbox invites people to play with Xbox across multiple devices and screens,” Xbox Marketing senior director Craig McNary said on the official Xbox Wire blog.

“It showcases the evolution of Xbox as a platform that extends across devices, with bold, iconic, fun visuals and a light-hearted tone. Launching today, the campaign will come to life in a variety of ways.”

This includes an “immersive takeover” taking place in a number of major cities including San Francisco, Atlanta, Chicago, Sydney, Melbourne, Brisbane, London, New York, and Berlin, where “this is not an Xbox” has been labelled in “unexpected places”.

Xbox has also partnered with a number of similar sounding brands to provide other entertaining variations on the theme.

For example, a partnership with The Happy Egg Co in the UK allows it to show their product, followed by an Xbox Series S, with the slogan: “This is an eggs box, this is an Xbox.”

“You’re probably reading this on an Xbox-enabled device, that can be powered on with the help of Cloud Gaming or the Xbox App for PC,” McNary added.

“And that’s the inspiration for our new ‘This is an Xbox’ campaign.”