It is a policy that we have known for many years now: Xbox is no longer just our console, but thanks to the cloud and the shared store it is present on TVs, smartphones and PCs. And Microsoft announced today that this will be the centerpiece of the new "This Is an Xbox" advertising campaign.

The campaign aims to show everyone how Xbox is now a real ecosystem, a console, of course, but also much more. To put it in Microsoft's words, "This Is an Xbox invites people to play Xbox games on multiple devices and screens. It showcases the evolution of Xbox as a platform that spans all devices, with bold, iconic and fun visuals and a light-hearted tone. The campaign, launched today, will come to life in several ways."

If this policy may turn up the noses of console purists, those who would not have wanted to see the Xbox brand expand into new domains, it must be said that such a campaign reassures us that Microsoft is increasingly focusing on the Xbox brand, drawing strength and earnings (thus generating more investment in games) from more areas.

Here are some of the ways in which the campaign will be presented: a trailer, various advertisements and collaborations with brands such as Samsung.