Microsoft gaming boss Phil Spencer has responded to the launch of the company’s 'This Is An Xbox' ad campaign, which is already a meme online. This week, Microsoft launched a new advertising campaign designed to hammer home the fact that you can play Xbox pretty much on any device and anywhere,

"I want it to have a unique point of view. I don't want it to be, like, the third level that you cut before you launched."

Why is "This is an Xbox" beneficial to console owners, then? Well, as Phil says, Microsoft Gaming clearly needs to tap into the PC, cloud and mobile markets as much as possible in order to grow and achieve success in the future. Without that, the suggestion is that console on its own couldn't sustain the brand as time goes on.