At Xbox, weâre building a future defined by player choiceâwhere 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, youâre 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 thatâs the inspiration for our new âThis is an Xboxâ 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 TakeoverâŻ
To truly understand what an Xbox is, itâs equally important to understand what is not an Xbox. To bring this to life, weâve had some fun and labeled âThis is Not an Xboxâ on non-Xboxes in unexpected places, while also featuring our âThis is an Xboxâ 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.âŻ
This Is a Video About This Is an XboxâŻ
Our live action trailer takes you through a playerâs journey of experiencing their favorite games across different devices and locations, whether itâs at home or on-the-go. Set to the beat of Black Sheepâs classic, âThe Choice Is Yoursâ, it reinforces the idea that whatever device you choose, youâre likely able to play with an Xbox.âŻ
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This Is a PartnershipâŻ
To further extend This Is an Xbox, weâve partnered with several brands including Samsung, Crocsâ˘, Porsche, and The Happy Egg Co. (UK) to help bring the campaign to life in unexpected and entertaining ways.âŻâŻ
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.âŻâŻThrough this campaign, players can not only immerse themselves in their favorite games on Samsungâs platform but also see âThis is an Xboxâ creative directly on their home screens â and on an even grander scale, coming soon to Times Square.

This Is an Xbox Gear Shop CollectionâŻ
In celebration of this campaign launch, we have a collection of This Is an Xbox merchandise now available in the Xbox Gear Shop â 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.âŻâŻ
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.