Microsoft is not ready to deprioritize Xbox consoles | Gaming

Microsoft is running a new global marketing campaign in the 4Q24, dubbed, “This is an Xbox”, highlighting many consumer devices that it deems to be an Xbox. While this messaging reaffirms a shift in Microsoft’s strategy to attract Xbox users off-console, questions are raised over Microsoft’s readiness in the cloud, mobile, PC, and handheld segments.

Console contraction drives subscriptions saturation

Over ten years ago, Microsoft launched Xbox One, a singular device to drive Xbox’s ecosystem of games, software and services.

Fast forward to today, and Microsoft’s new “This is an Xbox” campaign attempts to raise consumer awareness that smartphones, laptops, TVs, handhelds, streaming sticks, and VR headsets are also Xboxes, de-emphasizing the console as the center of the Xbox…more

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