First to the punch in the next generation console fight, Microsoft has previewed the Xbox 360 -- its latest fusion of technology, gaming and multimedia, and replacement for the original Xbox console.
Although the console has yet to be officially launched in Australia, or elsewhere in the world, gaming and technology press have been invited to special unveilings of the unit worldwide, hosted by US music and entertainment channel MTV.
On Friday it was Australia's turn to see the new and improved unit -- a vertical device sporting a flashy white chassis and wireless game controller.
David McLean, regional director of home entertainment at Microsoft, argued that the company, with the Xbox 360, will lead the console market, debunking Sony and the PlayStation 2.
At the event, the Xbox 360 was shown after a series of presentations including the US MTV special where the console was originally unveiled. From the presentations, it was easy to gather that Microsoft sees the Xbox, and gaming at large, as a new element to popular culture.
Along with playing compatible games, Microsoft is aggressively positioning the Xbox 360 as a total multimedia solution.