Microsoft's Xbox PC branding could foreshadow marketing plans for new Windows-based console

In the first week of May, the Xbox Wire blog introduced the Gears of War: Reloaded remaster. Some observant readers noticed that Microsoft refers to the Windows version as "Xbox PC." While the term didn't ring alarm bells, it differed from how the company typically lists titles on the Microsoft Store. Now, gamers spotted Xbox PC again in a Mio: Memories in Orbit trailer. Jez Corden of Windows Central wonders if the change signals how Microsoft will market a rumored new Xbox console.

Some fans have suggested that Xbox PC may refer to a new platform. Still, it's more likely a simpler way to label Xbox-related properties intended for Windows users. As Corden points out, it's often a struggle to differentiate the Xbox Windows app from its console counterpart. Also, most new Series X and S games are available on the PC, but not all titles are compatible. Xbox PC is a concise way to clear up any confusion.

Indications are that any new Xbox console will be Windows-based. Project Kennan is a rumored collaboration with Asus for an Xbox version of a ROG Ally handheld PC. The device would feature an Xbox control scheme and a full-screen UI that makes navigating Windows more like a console. Microsoft reportedly had another Xbox handheld in development with an estimated 2027 release date. However, that project appears on hold, allowing the company to concentrate on existing Windows handhelds.

Xbox Series X|S console sales are declining as Microsoft focuses on cross-platform publishing. Instead of creating a gaming system with unique software, Microsoft is blurring the lines between its consoles and a Windows machine. The Xbox PC label may take on added importance to describe an evolving ecosystem.

To this point, Microsoft hasn't announced any new marketing campaigns. Still, the upcoming Xbox Games Showcase may preview plans to further integrate Xbox gaming with Windows PCs.