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.

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.

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,

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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.