The tech giant's CEO Satya Nadella has opened up about the company's strategy for its gaming platform following a new marketing campaign insisting almost everything is an Xbox.

Speaking during the company's annual shareholders meeting, Nadella commented: "We said, let’s take that joy of gaming everywhere.

"And that’s why even these ads with Xbox now, where we are redefining what it means to be an Xbox fan, it’s about being able to enjoy Xbox on all your devices.

"So our strategy with Activision content now is in full force. We feel fantastic about the progress we’ve made.

"And more importantly, I think, long term, as a company, we can bring the best of AI innovation, cloud innovation, console innovation, PC innovation to build the best games that can be enjoyed by gamers everywhere."

Nadella insisted he's "feeling very, very good" about where Microsoft is in the gaming world.

He said: "In fact, right now, this is like the peak season for gaming, obviously with 'Black Ops [4]' and the new 'Call of Duty', and it’s just been fantastic to see the launch and the marketing around it, the buzz around it and the love for gaming.

"If I think about it, right, we chose the secular growth category in entertainment, which we think is gaming, and said, let’s double down on it, let’s – and it’s been a passion for Microsoft ever since.

"In fact, I think Flight Simulator launched before Windows or Office even, and so it’s like one of the longest franchises in this company."