After a surprising reveal of the Xbox Series X at The Game Awards 2019, Microsoft seemed to be firing on all cylinders with it’s next-gen console.

Of course there was a tad bit of speculation over the company’s naming convention for the upcoming console. Xbox Series X, what does that mean? Are there other series? Will it clash with Xbox One X? Well, as it turns out we now have some clarification. The next-gen Xbox is simply called, well, Xbox.

No, we’re not kidding.

It is a little more complicated: Microsoft’s reveal of the console as “The New Xbox Series X” wasn’t a complete mindmeld of naming buzzwords. The new console is, “The New Xbox”, much like the New Nintendo 3DS console that infuriated Nintendo fans a few years back.

“The name we’re carrying forward to the next generation is simply Xbox,” Microsoft told Business Insider, “And at The Game Awards you saw that name come to life through the Xbox Series X.”

Much like how multiple car models simply brand themselves as the next iteration of a Ford Focus or a Mondeo, Microsoft is branding their upcoming console as the next iteration of Xbox consoles.

It’s a little weird: what little personality the Xbox naming conventions had are seemingly stripped away from this new machine. It’s not a brand that has any particular feeling associated to it like a new Nintendo does; Microsoft just wants you to buy their new gaming box.

Xbox Series X is a name designed for derivative iterations, although the second release in this new console lineup doesn’t appear to be a more powerful take on Microsoft’s upcoming machine.

Instead, Xbox Series X is likely to be succeeded by the Xbox Series S, a lower-powered, cheaper variant in-development as Xbox Lockhart.

Why can’t they just call it, “Xbox 2020” or “Xbox PlaysGamesGood”, we have no idea.

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