Microsoft Corp's (NASDAQ:MSFT) latest advertising campaign, "This Is An Xbox," has quickly become a talking point, drawing mixed reactions from fans.

The campaign doubles down on the idea that Xbox isn't confined to a single console but exists as a gaming platform accessible on phones, TVs and PCs.

The ads lean into this concept with quirky imagery, showing things like a TV, a cellphone, a bento box and even a cat box labeled as "Xbox."

Fans Push Back on Microsoft's Strategy

The campaign has become a meme almost overnight, with critics voicing concerns over the decline of the Xbox console's significance.

Over the past few years, Microsoft has focused less on selling hardware and more on expanding its gaming ecosystem.

For core Xbox fans, this shift has been disappointing. Console exclusives are increasingly rare, and the Xbox Series X and S have struggled to keep pace with competitors in sales. The "box" that once defined the brand feels less central than ever.

Phil Spencer Xbox's New Direction

Xbox CEO Phil Spencer addressed these concerns in a recent interview with Rolling Stone. "It literally was a box when it first launched. It was the Direct X box. What it's grown into now is more accessibility. Xbox isn't just one device, Xbox is on your smart TV, Xbox is on your PC, Xbox is on your phone, and we're in the middle of that transition."

"Some people long for the simplicity of a single box, single platform, single game," he said. But he argued that today's gaming landscape has changed, referring to platforms like Fortnite and Roblox. "Today's largest games are bigger than any of the individual platforms."

"I think the thing that should really have longevity are the games, characters, and world — and the platforms should enable us to experience those games where we want to play," he added.

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Photo: Microsoft.