Microsoft's Chris Lewis reckons console success isn't just about the games any more: media plays a vital role in hitting a broad audience.
"The content has to be there; the best games have to be on our platform - but I also think people want to digest their digital entertainment in lots of different ways," he said. "They want to watch movies, they want to play on the Live service, they want to participate in different ways that isn't just about gameplay."
Imagine what having the de facto next gen movie standard in your machine would do for it.
Lewis added that 360's offering far more than Wii's "party appeal" in terms of reaching the general mass.
"I think you've got to be prepared to be appealing in lots of different areas and make sure you don't become something that only gets yanked out of a cupboard at Christmas and particularly holiday peaks and doesn't really get used the rest of the time," he said. "I think you've got to be careful with that. I think our depth and breadth of experience will ensure that we never get in any way put into the cupboard in that way."
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