Xbox chief Phil Spencer has recently been doing the interview circuit, mixing up his usual advocacy for Microsoft's slate with some more eyebrow-raising claims: Such as that, after the jobs bloodbath that followed the Activision-Blizzard acquisition, Microsoft is now hungrily looking at other acquisitions. After all, why stop at $69 billion?

Microsoft gaming boss Phil Spencer has responded to the launch of the company’s 'This Is An Xbox' ad campaign, which is already a meme online. This week, Microsoft launched a new advertising campaign designed to hammer home the fact that you can play Xbox pretty much on any device and anywhere,

Microsoft Gaming head Phil Spencer has chimed in once again on Xbox’s status as a video game platform.

Why is "This is an Xbox" beneficial to console owners, then? Well, as Phil says, Microsoft Gaming clearly needs to tap into the PC, cloud and mobile markets as much as possible in order to grow and achieve success in the future. Without that, the suggestion is that console on its own couldn't sustain the brand as time goes on.

"I want it to have a unique point of view. I don't want it to be, like, the third level that you cut before you launched."

It’s been four years this week since Microsoft released its Xbox Series X console, and today the company kicked off a new “This is an Xbox” marketing campaign that aims to redefine what really is an Xbox in 2024.