Microsoft redefines Xbox fans: Playing everywhere, on any device

Satya Nadella, CEO of Microsoft, believes the concept of being an Xbox fan is evolving. For him, it’s no longer just about owning an Xbox console but about the ability to play Microsoft Gaming titles seamlessly across all your devices.

In a recent Q&A with investors, Nadella highlighted the campaign “This is an Xbox” as a reflection of this vision. The campaign aims to redefine the Xbox identity, showcasing the platform as accessible anywhere, whether on console, PC, or mobile.

When asked about the return on the Activision Blizzard King acquisition, Nadella expressed confidence:

“I feel very, very good about our position in gaming. This is the best time for gaming, especially with the success of Black Ops and the new Call of Duty. The launch, the marketing, the conversations around the game—it’s been incredible.”

Nadella emphasized that Microsoft’s commitment to gaming has deep roots, citing examples like Microsoft Flight Simulator, which predates even Windows and Office:

“Gaming has always been a passion for us. Our goal has been to bring the joy of gaming everywhere, which is why our current Xbox campaigns focus on reimagining what it means to be an Xbox fan.”

This approach, according to Nadella, is central to integrating Activision’s content into Microsoft’s ecosystem:

“The strategy for Activision’s portfolio is now fully in motion, and we’re thrilled with the progress so far.”

By focusing on multi-platform gaming, Microsoft is betting on a future where being an Xbox fan is about freedom and accessibility rather than hardware exclusivity.