As we reach the start of 2026, there are still plenty of people who continue to measure Xbox by its console successes (or failures), rather than looking at the bigger picture. Therefore, it’s no surprise that Microsoft is still heavily pushing the “This is an Xbox” campaign over 13 months since it first debuted, and it shows no signs of slowing down.
The video you see above is a new trailer helmed by Eternal Sunshine of the Spotless Mind director Michel Gondry, so clearly they’re sparing no expense spreading the message that Xbox is not just about consoles anymore (nevertheless, it’s been confirmed on numerous occasions that a next-gen Xbox console is on the way).
In business terms, much of this makes sense — Xbox Series X|S sales have struggled compared to the PlayStation 5 and Nintendo Switch overall, while the likes of PC and Xbox Cloud Gaming (along with releasing first-party games on other platforms) seem to have been big successes for Microsoft. However, Xbox has 25 years’ worth of console-focused fans under its belt, and the big quandary is whether “This is an Xbox” will ever resonate with those who believe “Xbox” should always mean “console” above all else.
What are your thoughts on the “This is an Xbox” campaign? Tell us in the comments below.