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Microsoft will soon begin ramping up their focus on the development of the Xbox 360 as an entertainment platform, rather than just something used for games. It has become apparent to the company that 40 percent of the console’s use is directed at “non-game” activity, and so the tech juggernaut will be announcing plans to assist in building up their gaming platform as an entertainment brand.

Microsoft communications vice president Frank Shaw writes via the Official Microsoft Blog, “we’re seeing an average of 30 hours of video consumption per month per Xbox, a number that is growing fast.” Shaw explains that video gaming will remain the primary focus of their Xbox brand, but that they simply can’t ignore the console’s evolution into an entertainment device rather than just one used for games.