Microsoft has hired TV chat show host Jonathan Ross as an executive producer at its Xbox games division.
Eurogamer reveals that the appointment was announced by Phil Harrison at a gathering in London last night.
Ross is an ardent games enthusiast and has apparently been hired to help Microsoft change its thinking”. He owns a production company called Hotsauce that has previously released games on iOS.
"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 stated.
"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."
Microsoft Studio Lift London boss Lee Schuneman, who has been working with Ross for a couple of months, added: What I've really appreciated is this authenticity and passion and real understanding for what we are as gamers, and the cool films and toys we like. Our ambition is to create these new experiences that join TV and gaming together."