Reaction: Like It Or Not, Xbox Has Gone Full Throttle On Multiplatform

We've known for a good while now that Microsoft wants Xbox to be more than a console, but up to this point in time, its messaging around that pursuit has been quite vague. It's always felt like the company wants to keep its loyal fans happy, while also adapting and growing Xbox as a business, which hasn't always been the easiest tightrope to walk on. Today though... today it feels like Microsoft has fully committed to a different future for Team Green - Xbox is no longer just a console, it's much more than that.

Yep, if you haven't seen the news already, Microsoft has unleashed a multi-pronged marketing campaign that serves to highlight any gaming device as a potential Xbox. Of course, the team has avoided using other console platforms in its advertising — for obvious reasons — its 'This Is An Xbox' campaign focuses on PC, Mobile, VR and pretty much any other electronic device that could slot into one of those categories. Xbox Cloud Gaming is obviously another push here; that tech can be used on nearly everything at this point.

And while we've known all of this for ages, it's never felt like Xbox has properly admitted its multiplatform intentions until now. Yes, the team has dabbled with platforms outside of console for years, and yes, that's now moved to PS5 and Nintendo Switch as well, but Xbox consoles have always felt like the core of Microsoft's gaming business. However, with today's massive marketing push, we think that's all changed. Xbox is going all-in on a future where its own consoles aren't the only focus, and we as fans have to adapt to that.

The good news in the here and now, is that Xbox consoles still provide a great gaming experience, and we hope that continues well into the future. Series X and S are fantastic bits of kit that provide real value for money when you think about the power they deliver and the experiences they provide. We're maybe a bit old fashioned, so we'll always be keen on proper Xbox hardware, but it does feel as if folks like us are a bit of a dying breed. There are only so many console gamers out there - and the truth of it is that most of them prefer to play on PlayStation and Nintendo.

And, well, Xbox is starting to truly realise that. It's becoming an expectation that Microsoft's biggest games will be announced for PS5 at this point, especially in light of recent comments from boss Phil Spencer. As we previously mentioned, other consoles aren't present in this new marketing campaign for obvious reasons - but it really isn't that much of a stretch to say that Microsoft probably deems PS5 and Switch as 'Xboxes' in some form. It's about the game, not the hardware, after all.

Of course, Xbox Game Pass isn't on those two platforms, and that continues to be a big draw for Xbox console gamers right now. We don't hide that we really like the service here at Pure Xbox, and paired with Series X and S it's a great option for players who want to access loads of games on native hardware. But, Xbox needs to move beyond its console userbase to be sustainable, and we maybe should expect to see Microsoft focus less on Xbox consoles in the future.

It's not all doom and gloom anyway; Microsoft has tons of studios firing on all cylinders right now, we do have next-gen console hardware to look forward to, and the future of its gaming business looks bright. Still, as long-term Xbox fans we're going to have to adapt to a situation where console likely isn't the main Xbox platform; it's simply one of a multitude of destinations for Xbox games to launch on. Microsoft has been gearing us up for this for years, and its 'This Is An Xbox' campaign feels like the team's boldest step yet.

How do you all feel about this new Xbox world we're living in? Talk to us about it down below.