Microsoft's Xbox 360 is evolving away from its hardcore gaming origins and is slowly becoming a home entertainment hub according to company exec Frank X Shaw.
He says that Microsoft has slowly been moving towards the console's entertainment potential to the point where more than 40 per cent of use is not spent on games, thinq_ reports.
The company reckons that every console is used to play about 30 hours of video every month and that number is growing.
"My daughter talks to the Xbox while watching movies," writes Shaw, "and just assumes it will do as she says. Through the magic of Kinect, she says it, Xbox does it. For her, and millions like her, Xbox is the gateway to games, music, movies and TV shows – in short, it is central to entertainment."
Shaw insists the Xbox, which connects more people to online content and communities through TVs than any other device, is central to Microsoft's entertainment strategy.
"The vision for Xbox is straightforward: All of the entertainment you want. With the people you care about. Made easy. That is why you’ve seen us invest in partnerships with ESPN, Netflix and Hulu. That is why we’ve baked social directly into the experience with Xbox LIVE – connecting gamers, friends and families across the globe. That is why you’ll see Xbox marketed more as an entertainment brand this year."