That’s a marketing campaign, not a strategy. To be clear, I’m saying native Xbox games will run on Windows and vice versa, which is a lot more than a marketing campaign based on what devices can stream cloud games.

Edit: autocorrect sucks

I don’t think they’ll scuttle the brand, I think they’ll make Xbox a standard for compatibility backed up by custom hardware targets. Like the generation after next might be System X and System S, but you could have a custom PC build that certifies as “exceeds System S” and thus any app can reliably run at that level of quality as a guaranteed minimum. You could still buy an Xbox, but it would be more like a Steam Machine. And a handheld would simply be “any System S certified handheld, including the Xbox first party device”.

Actually I think this is the only way to save Xbox, at least as a very first baby step. I’d bet you dollars to donuts that in ten years, there will be no functional distinction between Xbox and Windows gaming, and Xbox games will be running on PCs.

Just imagine what they’ll have to name the sequel.

It’ll be like Street Fighter games in the 2000s. Get ready for Super ROG Xbox Ally X Turbo HD Remix Plus Alpha Double Upper.