Microsoft has pledged that its new casual focus - with motion sensing camera Kinect and new 4GB Arcade console - does not mean it is "stepping away" from hardcore gamers.
And it's even put a timescale on when we can expect to see hardcore games on the device - within 18 months
"Certainly over the launch phase and this Christmas in particular I think you'll see very much pure Kinect for 360 experiences that will appeal to the broad young/older/female/family audiences I described earlier," Xbox EMEA boss Chris Lewis told GI.biz.
"I'll say again, at the risk of sounding like a cracked record, that doesn't in any way, shape or form represent us stepping away from the core - which is why, during the press conference at E3 for example, we spent a good solid chunk of time around Halo Reach, Gears of War and Fable. And there will be more coming from us, and our third party partners."
He added: "[Will] we see more of these hybrid experiences coming, where you can complement what might ostensibly be a controller-based experience with gestures, voice and physical movement? Yes, I think that will come. I think there's an overlap there, a logical and a good one.
"Again, without compromising on the experience, making sure it's incremental and generally advantageous to the experience, then you'll see those types of experiences coming over time. And therefore I think all of the different types of gaming experiences you describe will become available over the coming 18 months or so."
That's quite a wait. Is anyone going to buy Kinect on day one?