Microsoft launched into gaming on November 15, 2001 with a single console under the name Xbox. But over the years, and especially since the Xbox One era, the brand has become much more than a simple black plastic box. Today, Xbox is an ecosystem above all else. It is Microsoft's gaming brand, which sells consoles, but not only. This twists the neck of preconceived historical ideas and sets the record straight, even if it means offending some historical fans.
Xbox is an ecosystem, not just a console
Xbox began by selling consoles, then creating a number of exclusive games for the Xbox 360. It was at this time, which many consider to be the best for the brand, that Microsoft came to tickle Sony and PlayStation sales, neck and neck with Xbox.
Then came the Xbox One era with Microsoft's desire to emancipate itself. The consoles were not entitled to the success of the PS4, but underwater, Microsoft was already laying the foundations of its future vision. The brand opened up and games developed by Xbox began to be released at the same time on PC. At the same time, Microsoft launched its games in the Cloud, and released a unique offer in the sector, the Xbox Game Pass.
The Xbox Series era continued in this vein, with ever greater openness, with the possibility of playing Xbox games without a console on a television until the release of certain games developed by Xbox studios on historically competing consoles. such as the PS5 or Nintendo Switch. This last point displeases some historical fans of the brand, who see it as a depreciation of the image they have of Xbox, that of the 2000s.
Whatever it is for them, times have changed, and whether they like it or not, Xbox is no longer the name of a console, but that of an ecosystem. That of a brand that releases games everywhere, including on PlayStation. This is the reason why on Xboxygen, we decided a long time ago not to put aside this new strategic aspect of Microsoft. This is why we also write about what Sony or Nintendo are doing. Because these are only machines that also run Xbox games, just like a PC.
A console, a PC, a phone: these are Xboxes
Just to set everyone straight and support all of this, Microsoft is today launching a new Xbox marketing campaign called “This Is an Xbox”, in other words in French “It’s an Xbox”. And Microsoft shows it well, today, any device capable of running Xbox games can be considered “an Xbox”.
This campaign invites people to play with Xbox across multiple devices and screens. It highlights Xbox's evolution as a platform that spans all devices, with bold, iconic, fun visuals and a light-hearted tone. Launched today, the campaign will come to life in different ways.
For Microsoft, a Samsung phone is therefore an Xbox, just like a computer, a tablet, or even a mobile device. For what ? Quite simply because you can play Xbox games on it, and access the Xbox ecosystem.
We must understand today that the console business is no longer just one part of Xbox activities, and no longer the only activity of Xbox as a brand. Times have changed, and whether we like it or not, it's not about to stop since Phil Spencer himself recently confirmed again that other Xbox games were going to be released on PlayStation or Nintendo, and that even Halo wasn't necessarily excluded from this equation.
