Xbox: The new face of 'entertainment' at Microsoft, beyond just video games -- Engadget (click for full article) By Ben Gilbert posted Oct 15th 2012 1:00PM "The most striking takeaway from a recent meeting I had with Xbox Music GM Jerry Johnson wasn't the Spotify-like service he was in New York City to show off, but rather what he said about a much larger internal change at Microsoft. Having been relegated to the world of video games for the past decade, Microsoft is opening up its Xbox branding to a larger world of media. "'Xbox' is actually going from thinking about gaming in a device to being the entertainment face for all of Microsoft," Johnson said -- a major change from the Xbox name's place as a stand-in for "the Halo and Gears of War box," trotted out once or twice annually by lower level execs from the Washington-based software giant. "That's what the company -- all the way up to Steve Ballmer -- have gotten behind. That's why you're gonna see movies on Windows 8 slates, you're gonna see music, and it's gonna be branded as 'Xbox.'," he explained. This naming convention carries to Windows Phone 8 and Windows 8 RT as well -- all post-Windows 7 Microsoft devices (and Xbox 360) will refer to music and video libraries as "Xbox Music" and "Xbox Video," respectively."