The likes of Larry Hryb and Graeme Boyd have been doing a good job in recent months of trying to make Microsoft's Xbox division seem a little more personable and cultivate some semblance of community, and now the Redmond company have announced that they're going to be bringing Jonathan Ross onboard as an Executive Producer to help, as Phil Harrison put it last night, "change our thinking".
"We wanted to bring in new talent that would challenge the way we build games and the way we think about what an audience is and what is entertainment," Harrison said.
"We want to broaden the concept of gaming to maybe blur the distinctions about what is a traditional game and what is a traditional television programme and what is a traditional linear media. These devices and boxes now allow us to do that in a really meaningful way."
Lee Schuneman, Studio Head at Lift London, who Microsoft say will work closely with Ross, added, “We’re really excited to be working with someone of Jonathan’s calibre, we share so many of the same passions and influences it just makes perfect sense.”
“Microsoft Studios is focused on creating the best in class cross-media entertainment, with Lift London specifically looking at creating IP across multiple channels. Jonathan will be a huge asset for us as he really knows how to connect to mass audiences with an impressive understanding for audience tastes and trends."
As for the man himself, well he's pretty excited, as would we were Microsoft to present us with unlimited access and free stuff.
“I’m thrilled to be joining forces with Microsoft Studios. The explosion in cross-media opportunities and the chance to create and develop entertainment ideas that make the most of both the traditional and the very latest platforms is tremendously exciting. My love of games, movies and TV made this partnership a no-brainer. And they said they’d give me an Xbox One for free, so how could I possibly refuse?” said Ross.
Hopefully, Microsoft will attempt maybe some sort of first-party Conan Plays... series with Wossy swapped in for Team Coco, or perhaps look to leverage Ross' gifts as a presenter and entertainer to provide communicative community spotlights on the games fuelling the Xbox One's legacy.