We've seen Microsoft take a light-hearted approach to Xbox marketing in the past, even trying to get involved in the memes ...

Despite its new ad campaign, not all Xbox experiences are as seamless as the traditional ways of playing games.

The company is communicating its multiplatform approach by emphasizing that you can play Xbox games on all kinds of devices.

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Xbox CEO Phil Spencer shared some thoughts on the company's latest ad campaign that has quickly spawned memes.