Microsoft may incorporate its Xbox 360 subscription services on offer into the next-Xbox console, the firm has hinted to the Wall Street Journal.
The firm's general manager for marketing, Matt Barlow, said the new program is "pivotal" to the firm's business and while US only at present, it will one day be extended to the international consumer.
"Back in June, we talked about how this is the year Xbox becomes the premium entertainment service for Microsoft," added Yusuf Mehdi, chief marketing officer for Microsoft's Interactive Entertainment Division.
"While our success with Xbox to date has been led by a box in the living room, we're now reaching individuals in new and exciting ways across PCs, tablets and phones. Xbox will be a gateway to the best in movies, TV shows, music, sports, your favourite games and instant access to your friends, wherever you are.
"We realize some may ask, 'Why are all these apps called Xbox, isn't Xbox just a game console?' For us the decision to have Xbox stand for our broad entertainment efforts was a simple one. It is a natural evolution of our consumer offering.
"Even as Xbox has become the number one game console in the world, and continued to deliver arguably the best line up of games in our history, we have seen the use of Xbox broaden to watching TV/movies and listening to music."
Mehdi said with the world currently a multi-device one, with millions of people "enjoying entertainment on their Xbox within arm's reach of another device," and Microsoft plans to take advantage of this through offering its service "seamlessly across devices."
"We knew we needed a single name for all entertainment experiences from our company and nothing means entertainment at Microsoft more than Xbox," Medhi concluded.