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.

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.

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.

For anyone paying close attention to the growing handheld gaming field, you may have seen a rumor or two over the last year that Microsoft is supposedly working on an Xbox handheld. It would stand to reason the company would jump on the bandwagon after Steam and Asus blew the doors off with wild success,

Xbox executive Phil Spencer hinted at this possibility in an interview with Bloomberg that was published on Wednesday. As he put it, the "expectation is that [Xbox] would do something" in the handheld gaming market and the company is working on prototypes right now.

Things are changing fast at Xbox as it continues its march toward becoming what is essentially a third party publisher…that also makes hardware.

Xbox boss Phil Spencer says he is pleased with Microsoft's multiplatform push Spencer says there are no "red lines" when it comes to releasing more Xbox games on other platforms Spencer thinks "the ball is moving in the right direction" Microsoft's gaming head Phil Spencer has said that there are no "red lines" regarding the release of more Xbox games on PlayStation.

In an interview with Bloomberg reporter Dina Bass, Microsoft Gaming CEO Phil Spencer touched on a number of topics regarding the Xbox business. Per Spencer, the experiment of bringing some former Xbox exclusives to PlayStation and Nintendo consoles has been a success.