New "This is an Xbox" ad campaign

At Xbox, we’re building a future defined by player choice—where people can play their favorite games, discover new adventures, and connect with friends, wherever and however they love to play.

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.

In fact, you’re probably reading this on an Xbox-enabled device, that can be powered on with the help of Cloud Gaming or the Xbox App for PC.

And that’s the inspiration for our new ‘This is an Xbox’ campaign.

This Is an Xbox invites people to play with Xbox across multiple devices and screens. It showcases the evolution of Xbox as a platform that extends across devices, with bold, iconic, fun visuals and a light-hearted tone. Launching today, the campaign will come to life in a variety of ways.

This Is an Immersive Takeover ​

To truly understand what an Xbox is, it’s equally important to understand what is not an Xbox. To bring this to life, we’ve had some fun and labeled “This is Not an Xbox” on non-Xboxes in unexpected places, while also featuring our “This is an Xbox” campaign visuals across San Francisco, Atlanta, Chicago, Sydney, Melbourne, Brisbane, London, New York, and Berlin to highlight all the devices that are part of Xbox. 

This Is a Video About This Is an Xbox ​

Our live action trailer takes you through a player’s journey of experiencing their favorite games across different devices and locations, whether it’s at home or on-the-go. Set to the beat of Black Sheep’s classic, ‘The Choice Is Yours’, it reinforces the idea that whatever device you choose, you’re likely able to play with an Xbox.

This Is a Partnership ​

To further extend This Is an Xbox, we’ve partnered with several brands including Samsung, Crocs™, Porsche, and The Happy Egg Co. (UK) to help bring the campaign to life in unexpected and entertaining ways.  

The Samsung Smart TV experience continues to be an exciting way to play with Xbox, giving Xbox Game Pass Ultimate members easy and instant access to hundreds of high-quality games through the Xbox app from the Samsung Gaming Hub.  Through this campaign, players can not only immerse themselves in their favorite games on Samsung’s platform but also see ‘This is an Xbox’ creative directly on their home screens – and on an even grander scale, coming soon to Times Square.

This Is an Xbox Gear Shop Collection ​

In celebration of this campaign launch, we have a collection of This Is an Xbox merchandise now available in the Xbox Gear Shop – from T-shirts and hoodies to iPhone and Samsung phone cases, and even a sticker sheet so you can proudly label your Xbox(es).

This Is an Invitation​

With a showstopping library of iconic franchises and upcoming games, including Call of Duty: Black Ops 6, Indiana Jones and the Great Circle, Avowed, and Microsoft Flight Simulator 2024, the Xbox gaming experience is widely available across a breadth of devices, providing people with the power to choose more ways to play than ever before.  

Take our official This Is an Xbox quiz to find out more about what is (and is not) an Xbox, and how you can boot up your gaming experience from the device of your choice this holiday.