“I miss Xbox 360 era.”
That’s just one of the reactions this new Xbox announcement has triggered.
In its continued bid to prove that Xbox is a state of mind rather than just a single console, Xbox has launched a campaign that boasts about its multiplatform capabilities.
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Indiana Jones and the Great Circle is just one title that'll launch on PS5 following its Xbox and PC release.
Craig McNary, Xbox’s senior director of marketing, spoke of how the ad showcases “the evolution of Xbox”.
“This Is an Xbox invites people to play with Xbox across multiple devices and screens,” they explained. “It showcases the evolution of Xbox as a platform that extends across devices, with bold, iconic, fun visuals and a light-hearted tone.”
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The idea that your Xbox can be any device is a nice one, but does it actually work as a way to improve engagement and reach?
If we’re to assume every device is an Xbox, is there a need for the new console that’s been revealed?
Ultimately, you get to decide.
“From 360 era to this, wtf happened?” asked @Kysen10 in the campaign’s YouTube comments.
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As far as many of the gamers who’ve taken the time to post are concerned, Xbox has lost its way.
User @aben776 remarked on this very issue, saying, “Xbox has lost its identity.”
"The Xbox I knew died a long time ago,” @misterLamistaJ lamented.
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Microsoft hasn’t been quiet about its quest to branch out and bring more of its exclusives to other platforms.
At this point, it’s fair to say that this is the publisher’s vision for the future of the brand.
We can see this in the quiet teaser that The Elder Scrolls VI will be released on PlayStation as one sign of many.
Even if the above example is proven to be inaccurate, the fact that it could happen highlights how different the Xbox of today is from the one of the past.
Topics: Xbox, Xbox Series S, Xbox Series X, Microsoft, Tech