Just like Norman Bates said in Psycho, “We all go a little mad sometimes.” However, a new Xbox ad campaign has us a little concerned. Microsoft launched a new marketing campaign for its Xbox consoles and cloud gaming service called “This is an Xbox.

It’s been four years this week since Microsoft released its Xbox Series X console, and today the company kicked off a new “This is an Xbox” marketing campaign that aims to redefine what really is an Xbox in 2024.

Xbox executive Phil Spencer hinted at this possibility in an interview with Bloomberg that was published on Wednesday. As he put it, the "expectation is that [Xbox] would do something" in the handheld gaming market and the company is working on prototypes right now.

Earlier this year, Xbox brought some of its games to PlayStation 5 and Switch. Apparently that worked pretty well, as Microsoft’s CEO of gaming Phil Spencer says more of its games are coming to other platforms, and that might even include the Xbox’s crown jewels, like the next Halo game.

Microsoft gaming boss Phil Spencer said that there were no longer any restrictions on Xbox games coming to other platforms.