With Xbox One sales lagging woefully behind Sony's PlayStation 4, Microsoft is desperate to leave an impression on this year's E3 proceedings.
Under the glowing green lights of LA's cavernous Galen Center, they showed off a list of crowd-pleasing sequels, an impressive array of indie titles and not one, but two new Xbox One consoles.
The presentation was also keen to press home a new Play Anywhere feature; buy a game on an Xbox One and you can play it on your Windows 10 machine at no extra cost. So long as your PC is up to scratch, you'll be able to play other gamers on their Xbox or Windows 10 PC, opening up a huge number of potential new 'gamers' to Microsoft via their PC empire.
Your move, Sony.