In recent months Microsoft has been referring to this internally as “ Xbox Everywhere ,” as it increasingly looks at bringing more Xbox games to PlayStation, Switch, and other platforms and devices. Microsoft has also been using “no console required” messaging for its Xbox TV app for Samsung TVs and Amazon’s Fire TV sticks earlier this year.

In a new ad campaign, Microsoft claims that anything that can access Game Pass should be considered an Xbox now.

A new Xbox campaign involves labeling just about every device on an Xbox. Are we seeing the transition to a service rather than a console?