‘This Is Xbox,’ Microsoft Says in New Ad; Gamers Complain About Prices

Microsoft has unveiled a new commercial under the slogan “This Is Xbox,” illustrating that gaming can take place on almost any device. Unsurprisingly, the spot provoked a wave of criticism from fans.

The company is continuing to promote the notion that every device — from a dedicated console to a laptop or handheld — can belong to the Xbox ecosystem. The ad underscores that Xbox today is more than hardware: it’s a full suite of services accessible everywhere.

The video shows players using Xbox Series X consoles, laptops, and portable devices. Microsoft highlights that with cloud streaming and Xbox Game Pass, games are playable at any time and in any place.

Despite the concept’s logic, viewers left many critical remarks. The main complaints focus on the ad’s near absence of the console itself — a core symbol of the brand for many. Fans also voiced frustration about rising hardware costs and Game Pass pricing, arguing that Microsoft increasingly appears to prioritise monetisation over community-building.

Source: iXBT.games