Xbox launches the This is an Xbox campaign focusing on cloud gaming

Xbox has officially launched the This is an Xbox marketing campaign, with a series of ads that showcase what it and it is not an Xbox. With it, the company focuses on cloud gaming, and the ability to play Xbox games on virtually any device that has an internet connection and a screen.

This means you can play your games not only from your Xbox console but also from your PC, Samsung Smart TV, handheld console, mobile phone, Amazon Fire TV, or Meta Quest.

The trick? You’ll need Game Pass Ultimate, and you’re all set.

We also believe that gaming should be easy to access and available for everyone, so whether you have an Xbox console, play on PC, with Samsung Smart TVs, handhelds, mobile phones, Amazon Fire TV, or a Meta Quest headset with Game Pass Ultimate, you can play with Xbox.

The company goes on to describe objects that can, or can’t be Xbox, with some additional funny insertions that use the word box.

Xbox has been placing a lot of bets of cloud gaming thanks to this model’s proximity to Game Pass, one of the most popular services (if not the most popular) of its kind. Although, only popular on Game Pass Ultimate, the cloud gaming offers unrestricted access to a library of Xbox games that can be played virtually everywhere. You don’t even need an Xbox to play Xbox games.

The Game Pass model is so popular that Xbox recently introduced a Standard version which offers access to a limited library of games for a much lower price.