Xbox CEO confirms console future amid new campaign

This week Microsoft launched its latest advertising campaign, This Is an Xbox. Despite the messaging heavily focused on the fact that you don’t need an Xbox console to play Xbox games, CEO Phil Spencer has confirmed that consoles will still play a part in Xbox’s future.

The “This Is an Xbox” campaign focuses on the versatility of Xbox gaming, putting a spotlight on how Xbox Cloud Gaming and the Xbox App allow players to transform devices like smartphones, tablets and smart TVs into gaming platforms without the need for a physical Xbox console. By expanding beyond the need for a physical console, Microsoft highlights the freedom and accessibility given to players and challenges the idea of what it means to play on an Xbox.

This Is an Xbox launched with a live-action trailer, brand partnerships and merchandise. It also launched with an official quiz that, among other things, asked whether a cat litter box was an Xbox.

Due to the focus on cloud streaming, the campaign has gamers speculating on the future of the physical console. In an interview with Rolling Stone, Xbox CEO Phil Spencer acknowledged that this campaign would alienate some fans. He recognised that some prefer the simplicity of owning a traditional console. However, he emphasised that the focus should be on games and experiences, with platforms working to enable this.

Spencer states that “the platforms should enable us to experience those games where we want to play. That’s how we think about Xbox today.” He also says that “today’s largest games are bigger than any of the individual platforms” and what truly should have longevity are the games, characters and world.

Regardless, Spencer dissuaded the notion that Microsoft was done creating physical Xbox consoles. When asked whether the focus on Xbox Cloud Gaming and the Xbox App meant that the development of home consoles would cease, Spencer gave a definitive answer, telling Rolling Stone that “we’ll definitely do more consoles in the future, and other devices.” Needless to say, this new campaign does not mark the end of the physical Xbox console.