But Should Focus On Games, Not Entertainment
Peter Molyneux has praised the Xbox 360's performance this generation, suggesting that Microsoft can 'rightfully' claim to have 'won' it, but reckons that the company needs to reassess their priorities going into the next one.
"2013 is proving to be the year of the console hardware refresh," writes Molyneux for the BBC. "Although it's exciting, it's not nearly as exciting as when the Xbox 360 exploded onto the gaming scene just over seven years ago.
"Back then, the 360 represented a huge leap forward in gaming, with a tangible increase in performance and fantastic multiplayer support. Gamers and game-makers were justifiably super-excited. Now it is that time again, but the world has changed.
"Rightfully, Microsoft can claim it won the last console generation. However, it has always targeted the living room as the big prize."
Tempering praise with caution, the outspoken developer warned that "Apple, Google and Samsung" are Microsoft's real competition, and have all but cemented their place in the living room (not to mention practically everywhere thanks to streaming services on smartphones and tablets). "Nowadays I'm an independent designer and I just want the next Xbox to be a great gaming machine," he continued.
"It should have great connectivity, so I can play spectacular games with my friends and be sold at a reasonable price, perhaps around $300 (£200). That should be Microsoft's goal rather than persisting in trying to make it a box for everyone."
The next-gen Xbox reveal kicks off at 18:00 GMT, and you can hit up our hub for the latest. Television and entertainment will doubtlessly play a major role in the new console, especially since they've both been explicitly mentioned right alongside gaming, but will they be in danger of driving off their core gaming audience? We'll have to wait and see.