Xbox is no longer just a gaming brand, Microsoft has claimed.
Discussing the rebranding of Zune services to Xbox Music and Xbox Video, the firm said that it has proved that Xbox has "made a mark" when it comes to delivering entertainment.
"Xbox is a total entertainment proposition for our customers going forward, and for Windows customers and Windows Phone 8 customers as well," Xbox Live product manager Pav Bhardwaj said.
"It's not Xbox 360, it's Xbox, and we think Xbox stands for entertainment. It's not just gaming, it's beyond gaming, it's so much more than that now.
"I think over the past couple of years we've really proved that gaming is core to our console, but we've been offering music through Zune and music, and we've built on third party applications like Netflix and LoveFilm.
"We really do feel we've made a mark on the entertainment arena and so we want to take that brand to Windows."