The concept of “Xbox” has been closely associated with Microsoft game consoles for 20 years. Over the past 2 years, Microsoft has been trying to destroy this understanding, and one of the effective tools of the current year was the “This is Xbox” advertising campaign, which showed a variety of devices that fall into this definition.
Microsoft chief Satya Nadella, speaking at his annual meeting last week, responded to a question about how he could comment on the merger with Activision Blizzard a year after it closed. According to Nadella, this deal allowed the company to move even further in its strategy “Xbox should be available everywhere”:
We said: let’s bring the joy of gaming everywhere. And that’s why even our Xbox ad now (“This is Xbox”), where we’re redefining what it means to be an Xbox fan, sends a clear message that there’s an opportunity to enjoy Xbox on all your devices.
Satya Nadella added that «strategy Microsoft with Activision” Now “fully implemented”and the American corporation itself feels “fantastic” regarding the progress made.
The head of Microsoft also said that in the long term, Xbox will offer innovations in the field of AI, cloud, consoles and PC, so that “to create the best games that gamers around the world can enjoy”.
Earlier, journalist Tom Warren said that soon players will become clearer about the meaning of the “This is Xbox” campaign.
