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This was highlighted through their **"This is an Xbox"** marketing campaign, which emphasized that Xbox is no longer just a console but an ecosystem[43dcd9a7-70db-4a1f-b0ae-981daa162054](https://comicbook.com/gaming/news/xbox-series-x-s-game-pass-campaign-microsoft-console-plans/?citationMarker=43dcd9a7-70db-4a1f-b0ae-981daa162054 "2").
With the rise of **Xbox Game Pass** and cloud gaming, Microsoft aimed to make Xbox games accessible on multiple platforms, including PCs, smart TVs, mobile devices, and even VR headsets[43dcd9a7-70db-4a1f-b0ae-981daa162054](https://www.yahoo.com/tech/every-device-xbox-microsoft-ads-184007379.html?citationMarker=43dcd9a7-70db-4a1f-b0ae-981daa162054 "1").
This approach allows gamers to enjoy Xbox games wherever they are, without necessarily needing to purchase a dedicated console[43dcd9a7-70db-4a1f-b0ae-981daa162054](https://www.yahoo.com/tech/every-device-xbox-microsoft-ads-184007379.html?citationMarker=43dcd9a7-70db-4a1f-b0ae-981daa162054 "1")."
It's almost like stans will say anything. Meanwhile, this was literally the plan from the jump.