Microsoft has launched a new Xbox marketing campaign, beginning with a live-action trailer and a cameo on the Las Vegas Sphere. The debut of the company’s new advertising scheme seems timed perfectly to coincide with the completion of the long-pending Activision Blizzard acquisition, which finally closed on October 13.

The beginning of October marks a new era for Xbox, as Microsoft has now officially acquired Activision Blizzard King, and the company is expected to begin expanding into the mobile gaming space in earnest. In a recent interview on the Official Xbox Podcast, Phil Spencer explained that the decision to buy the gaming conglomerate originally stemmed from a desire and recognized need to move into mobile for the brand to continue to grow.

Perhaps in celebration of this new phase of Xbox, or maybe just as coincidence, Microsoft has started a new marketing campaign that, according to insider Tom Warren, will run through the holidays. Themed “Power Your Dreams,” the campaign kicked off with a three-minute video that showcases some of the more recognizable and anticipated games on Xbox, including the upcoming first-party title Senua’s Saga: Hellblade 2, Forza Motorsport, Cyberpunk 2077, and of course Starfield.

On October 19, Xbox also debuted on the Las Vegas Sphere, which is perfectly suited to display the iconic round X logo. Like the “Power Your Dreams” trailer, the one-minute showcase shined the spotlight on the same four games, as well as the current lineup of Xbox Series consoles. For many gamers in the Las Vegas area, it was undoubtedly a thrilling sight on a Thursday evening.

Many people are excited to see what comes out of Xbox now that the Activision Blizzard deal has finally closed after a regulatory process that lasted 20 months. In the aforementioned podcast, Xbox head Phil Spencer reiterated that Call of Duty titles will not become Xbox exclusive, and in fact it may take a while for any ABK releases to come to Xbox Game Pass, simply due to the logistics of merging so many new teams under the Xbox umbrella. The uncertain status of the deal meant that, until October, steps weren’t taken to bring the Activision Blizzard catalog to the subscription service. In the long term, though, Game Pass subscribers can expect exciting new games to be added to the lineup, and Spencer even listed a number of ABK franchises that deserve to be taken off the shelf and revisited.