With Xbox 360 entering its fifth year on the market, the pressure is on Microsoft's machine to keep up its strong momentum – something that Microsoft Game Studios' corporate VP Phil Spencer believes won't prove a problem.
2010 is shaping up to be the biggest year ever for Xbox 360,” the exec claimed.
Across the portfolio, we have an unparalleled line-up of blockbuster games and exclusive experiences, the likes of which have never been seen before.”
Exclusive titles on the way in the coming months include Halo: Reach, Fable III, Alan Wake, Crackdown 2, Splinter Cell Conviction, Lips: Party Classics and this Friday's Mass Effect 2.
There's also the retro-themed digital portal Game Room on Xbox Live as well as Xbox Live Arcade offerings Toy Soldiers and Scrap Metal – and a timed period of exclusivity on Modern Warfare 2's upcoming DLC.
Add to that a few multiformat big-hitters such as Final Fantasy XIII, BioShock 2 and Lost Planet 2.