Craig the Brute, born of Halo Infinite, has now been adopted by Xbox boss Phil Spencer as the "new official Xbox mascot".
The meme originated from the Xbox Series X showcase, where Craig briefly appeared on the screen with an empty, expressionless face.
The community naturally followed the meme to see what they could do with it, and when they asked Spencer about Craig, he applauded the community's creative ability.
A Twitter user tagged Spencer earlier in the week to see what his thoughts were on Craig. The boss responded by expressing his approval and joked about Craig becoming the new Xbox mascot.
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— @XboxP3 Unknown date
"Our new official Xbox mascot 🙂 I love the community and its ability to grab something fun and play with it."
Xbox Series X does not yet have a set release date, but is expected to arrive in late 2020.