When Vista arrived, Microsoft heavily promoted the benefits the new OS would bring gamers. Gaming was to be an important fact of the new operating system's design -- not added on as an afterthought. A shortcut to a 'Games' folder was added, by default, to Vista's start menu -- right beside music, pictures and documents. The 'Games for Windows' campaign and website was launched to promote Vista as a powerful gaming platform. DX10 was made exclusively for Vista -- forcing all gamers wanting to experience the new API to upgrade to new video cards, and embrace the new OS.