Don Mattick opened today's Xbox 360 E3 briefing by declaring 2010 a year of 'transformation' for Xbox 360.
2010 is the 10th year of Xbox said Mattrick, of the console which actually launched in 2002 but was first unveiled a decade ago.
Mattrick said that the 360, along with motion sensing controller Kinect, will 'tranform the way you play games and connect to friends and family.'
"This is a year of transformation," he said.
"We are transforming how you play games, connect to friends and family. If you like games, Xbox is the only place you can play all three of the biggest blockbusters in our industry: Halo, Gears of War and Call of Duty."
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