Just like Norman Bates said in Psycho, “We all go a little mad sometimes.” However, a new Xbox ad campaign has us a little concerned. Microsoft launched a new marketing campaign for its Xbox consoles and cloud gaming service called “This is an Xbox.

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.

It’s been four years this week since Microsoft released its Xbox Series X console, and today the company kicked off a new “This is an Xbox” marketing campaign that aims to redefine what really is an Xbox in 2024.