Microsoft's Xbox 360 is evolving away from its original use as a gaming device and is slowly becoming a home entertainment hub according to corporate veepee Frank X Shaw.
The Redmond Massive's communications guru says that Microsoft has slowly been turning up the heat on the console's entertainment possibility to the point where more than 40 per cent of the time spent using the device has nothing to do with actual gaming.
In short, the 53 million consoles Microsoft has flogged each provide about 30 hours of video consumption 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 says that the Xbox, which he suggests 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."
Microsoft is holding a 90-minute Xbox 'event' at this year's E3 gameapalooza in Los Angeles starting on Monday and we're guessing the word 'entertainment' might get a healthy workout.