Microsoft CEO: 'We Are Redefining What It Means To Be An Xbox Fan'

Image: Xbox

Reports about Microsoft potentially ditching platform "exclusives" have recently been fuelled by its gaming division's new marketing campaign which classes pretty-much everything as an Xbox. Now, Microsoft's CEO Satya Nadella has chimed in with some new comments about this strategy during the company's annual shareholders meeting last week.

As highlighted by Game File (via The Verge senior editor Tom Warren), when asked to reflect on Microsoft's acquisition of Activision Blizzard, Nadella cited Xbox's latest ad campaign and how the aim is to make gaming accessible "everywhere" and on "all your devices":

Microsoft CEO Satya Nadella: "We said - let's take this joy of gaming everywhere, and that's why even these ads with Xbox now where we are redefining what it means to be an Xbox fan, it's about being able to enjoy Xbox on all your devices."

Nadella added how Microsoft's "strategy with Activision" is also now in "full force" and the tech giant feels "fantastic" about the progress made so far. Ultimately, in the long term, it wants to deliver the best of AI, cloud, console, and PC innovation to "build the best games that can be enjoyed by gamers everywhere".

These comments from Nadella, follow Xbox boss Phil Spencer mentioning in November how there are no "red lines" on certain games internally and anything in the first-party line up could be released on other platforms. Phil also mentioned in the same month Xbox's plans for handheld hardware, but a release could still be years out.