As the PlayStation 4 prepares to spring itself upon North America come Friday, November 15, Microsoft issues three trailers in a bid to inoculate its home turf.
Positioning the Xbox One as an "all in one" entertainment device, Microsoft's focus remains on exclusives but is no longer exclusively on games.
Tentpole releases "Forza Motorsport 5," "Ryse: Son of Rome," March 2014's "TitanFall" (also coming to 360 and PC), and the ubiquitous "FIFA 14" help define it as a games machine.
But the XBO is also designed to serve TV, movies, music, live sports, and Skype calls, as "Xbox One: Revealed" demonstrates.
Two character-led ads also introduce the sleek and shiny console: "Retirement Home" sees ex-NFL stars Brian Urlacher and Ray Lewis make the most of the XBO's simultaneous game and TV viewing; "His and Hers" flips gender stereotypes as the lady of the house lets rip with "Dead Rising 3" and orders her companion off to the shops for some more drinks.