Be careful asking for an Xbox this Christmas: You might get an Amazon Fire Stick or a tablet instead

Xbox has launched a new advertising campaign titled “This is an Xbox” in which it showcases the many devices that players can use to enjoy Xbox games. For those who haven’t realized it until now, Xbox’s goal is for every screen to be a console.

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Among them are the Xbox Series X and the Xbox Series S, as well as other less conventional options like a Samsung Smart TV, an Amazon Fire TV Stick, a mobile phone, the Meta Quest 3 virtual reality glasses and much more.

According to the company, the campaign “invites people to play with Xbox across multiple devices and screens” and “shows the evolution of Xbox as a platform that extends across devices.”

If you have a screen, you have an Xbox

The campaign follows a wave of efforts to make Xbox titles playable on a wide range of platforms. Xbox Cloud Gaming is available on most PCs, while the Xbox TV app and Game Pass Ultimate were made accessible through Amazon’s Fire TV Sticks earlier this year.

The reception of the announcements has been somewhat mixed so far, with some comments feeling that it strays too far from the brand’s core identity.

We believe it is a quite effective campaign. For some time now, the Xbox brand has been evolving towards a more software-focused business model, driven in part by the decision to release more Xbox games on other platforms.

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The option to access the latest Xbox games through a low-cost piece of hardware like a Fire TV Stick could be very appealing to more casual gamers. It also helps reduce the financial barriers associated with the need to purchase a full console, which can only be positive.