Xbox’s latest marketing campaign has definitely got people talking. With the bold slogan “This is an Xbox,” it seems Microsoft is doubling down on its ambition to become the world’s largest video game publisher. But now, a new report hints at an even more unexpected twist: Microsoft might let third parties build Xbox-branded hardware. Yes, you heard that right. The idea of someone else manufacturing an Xbox console could soon be a reality.
Samuel Tolbert from Windows Central, known for his reliability, broke the news. In his article, he dives into Xbox's latest efforts, including Phil Spencer’s comments about the company actively working on a handheld gaming device. But the big reveal? Microsoft could be partnering with other companies to let them create Xbox-branded devices—possibly even using the Xbox operating system. It’s a bold move, but it’s in line with the way Xbox has been expanding its reach across platforms recently.
Now, this could mean a lot of things. Picture this: an ASUS handheld, featuring Xbox branding and powered by the Xbox OS. Sounds intriguing, right? But it doesn’t stop there. Some speculate that Microsoft could even allow third parties to create consoles with the Xbox name, similar to what Steam attempted (and, let’s be honest, failed) with their Steam Machines. Imagine an Xbox console made by someone else. Can you even picture it? Probably not, but it’s becoming a real possibility.
So, here’s the big question: is Microsoft slowly backing away from making its own consoles? With console sales lagging behind competitors like PlayStation and Nintendo, some are wondering if Xbox is planning to forgo a next-gen console and leave that battlefield to the others. But let’s be honest—who’s really going to rush to make a console with the Xbox logo on it? It’s a bold strategy, but we’ll see if anyone’s interested in taking it on.
Would you trust a third-party Xbox console, or is this just another corporate move that will end in disaster? Time will tell.
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