Former CEO of Microsoft Gaming, Microsoft Gaming
E3 2010 Microsoft Press Conference - Part 1
Part 1 of Microsoft's Press Conference at E3 2010.
About Phil Spencer
Phil Spencer, CEO of Microsoft Gaming, has stated that the company's primary use of AI within Xbox is for platform moderation, such as identifying and filtering offensive or spam-related content. He noted that AI is not currently used in the creative aspects of game development, saying he leaves those decisions to individual teams. Spencer also suggested AI could potentially be used in the future for game discovery and curation, acting as a personalized recommendation engine. Spencer has discussed the future of Xbox hardware, indicating that the company is working on new form factors, including a handheld device, and emphasized the importance of being able to play games locally. He stated that Xbox games will continue to appear on more platforms, including PlayStation and Nintendo Switch, saying the company wants its games to be available where people play. Spencer described this strategy as putting games first and not putting up walls around where people can engage with Xbox, while also affirming that dedicated Xbox hardware remains a fundamental part of the brand.
Transcript (19 segments)
✨ AI-enhanced transcript with speaker attribution
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Unknown0:00
Ladies and gentlemen, welcome to the 2010 Xbox 360 Global Media Briefing.
A lie is a lie. Just because they write it down and call it history doesn't make it the truth. We live in a world where seeing is not believing, where only a few know what really happened. Ready when you are.
We live in a world where everything you know is wrong.
This is it. Go, go, go!
Ladies and gentlemen, please welcome Treyarch Studio Head, Mark Lamia.
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Mark Lamia2:08
Thank you, thank you, and good morning. On behalf of the team at Treyarch, I'm going to take you deep behind enemy lines into the world of deniable operations with Call of Duty: Black Ops.
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Unknown2:23
Here, take this. Stay on. We'll find your Chenko. You make it out of there alive. Bowman, point. Let's move. Keep that light steady. Mason, clear them. I know they took a bullet a long time ago. Mason, I will work my way around. All right, but move quietly. What's wrong with you? You got...
You see the Hind? We're going to take it.
Got it. Throw the grenade.
Okay, what's our loadout? Mi-32 rockets, 12mm nose cannon. These bastards are ready for World War I. Chain load system on the 30. Nice. On my stick, UB-32s signed. 12mm cannon signed. We have full power. You ready? Ready. I'll take her up above the canopy, then hand over the stick. Understood. I'll call targets as I see them. All enemy targets are valid. Understand? We have coordinates to Keno's compound. We follow the river all the way. Got it. Give me the stick. You're bird. Keep your eyes in the dirt. I don't want to get shot in the balls. I got two words. River looks like a 50 bridge ahead as well. Take that bridge out. Got it. Following the river. Supply station. Here it comes. Attack helicopter coming from the... We got it. Keep it on. Stay close to the river. Going, going. Low. That's not good. We need to get closer in that. CAS, clear them out. Good job. That's the last. Those out. The pipeline right across the river. Take it down and hit the bridge. Hit the...
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Mark Lamia8:02
Thank you, everyone. Have a great show.
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Unknown8:05
Ladies and gentlemen, please welcome Microsoft Senior Vice President of Interactive Entertainment, Don Mattrick.
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Don Mattrick8:18
Thank you, Mark, and thanks to the team at Treyarch. The title looks absolutely stunning and is poised to once again become an entertainment phenomenon. I'd like to begin today by announcing an exclusive multi-year agreement between Xbox and Activision. Starting with the release of Black Ops on November 9th, all Call of Duty add-ons and map packs will launch first on Xbox 360. First on Xbox in 2010, first on Xbox in 2011, and first on Xbox in 2012. Yeah! So when you plan to play Call of Duty in the next three years, you'll want to play it on Xbox 360. Good morning and welcome to E3. Thank you for joining us today at the Wilshire Theater in Los Angeles, and to the millions around the world who are watching our live broadcast on TV, on the internet, and for the first time ever, live in New York City's Times Square. Welcome to everyone. This year marks 10 years for Xbox, and this is our biggest year ever. A year of transformation. We are transforming the way you play games, transforming the way you enjoy entertainment, and transforming the way you connect to friends and family. If you love games, Xbox is the only place for you and your friends to play all three of the biggest blockbusters in our industry: Halo, Gears of War, and Call of Duty. If you love entertainment, Xbox Live will change the way you watch movies, listen to music, and connect with friends. And if you love brand new ways to have fun, we've given Project Natal a name: Kinect for Xbox 360. It is unlike anything you've ever experienced before. Kinect brings your living room to life in a social and accessible way, and we're really excited about the experiences that we'll be sharing with you. From big blockbusters to all-new Kinect titles, we're going to world premiere an impressive collection of new experiences today. And once again, it's all about showing, not telling. Ladies and gentlemen, please welcome my friend and the creator of Metal Gear Solid, Hideo Kojima.
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Hideo Kojima11:03
Good morning. Thank you, Don. As the executive producer on MGS Rising, I felt it was important for my team to come up with something new and unique for their first Xbox 360 project. Today, we will premiere the very footage of the game in action. But just like Snake passed the torch to Raiden in MGS2, allow me to pass the torch to my young producer for Rising. Ladies and gentlemen, I give you Shobu Matsuyama.
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Shobu Matsuyama12:01
Thank you, Hideo. MGS Rising is a solid action game unlike anything you've seen before. The game concept I'd like to introduce today is based on a world we created: Zan-Datsu. In Japanese, 'Zan' means to cut, and 'Datsu' means to take. Let's take a look at what this means.
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Unknown15:10
Please welcome the Corporate Vice President of Microsoft Game Studios, Phil Spencer.
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Phil Spencer15:24
In Microsoft Game Studios, our mission is to create blockbuster franchises and experiences that cannot be found anywhere else. Our platform is synonymous not only with blockbuster games, industry-defining multiplayer, and epic storytelling, but also with industry-defining graphics. Unforgettable characters like Marcus Fenix, Master Chief, and Sam Fisher have broken into the mainstream, proving that blockbuster video games are an integral part of today's pop culture. And this is our biggest year ever, with our teams delivering exclusive franchises like Halo: Reach, Fable III, Crackdown 2, and many of the games you're about to see this week. We are passionate about investing in and delivering blockbuster games. We are also creating new ways to play with Kinect for Xbox 360. You choose Xbox 360 and Xbox Live to play exclusive experiences that you cannot find anywhere else. So from this point on, everything we show you today, every single game, every single demo, and every single experience, is available only on Xbox 360. And what better way to start than with a partner who will continue to help us define the future of Xbox 360. Ladies and gentlemen, Cliff Bleszinski.
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Cliff Bleszinski17:07
What's up, guys? How you doing? Good morning. It's great to be here at E3. I'm here today. I know everyone's anxious to see Gears of War 3. In the first footage today, we're going to give you a live gameplay demonstration of four-player story-based co-op. Please welcome to the stage Executive Producer Rod Ferguson, Lee Perry, and Tina Wood, who will be helping me out. Now, the section you're about to see, it's Marcus and Delta Squad. They're going to an old fort known as Anvil Gate. Their truck is ambushed along the way, and all hell breaks loose. Here, you're going to see the new Lambent mutating enemies. You're going to see the latest Unreal Engine technology, and you're going to see the female Gears of War, Anya. Let's check it out.
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Unknown18:01
It's a good sign. Just lost all... Right, you're mine now. Going down to the plank. Take, take, take cover. Keep your hands off. Back! Oh, I'm down! I'm down! Come grab me, man. I got you. I got you. Calm down. Beat halfway. Got you. I need a lancer. Cliff, I got a gun here. Take this. Thank you. More guys back towards the base. The arm! Go for the arm! Go for the arm! Ah, got the head. I hate that sucky head. There, we're being overrun with Lambent. Bring the Hammer of Dawn online. Fine, but I don't have full control. You better get your asses back in here. Just fire! I'm going to end to the right. Going to end to the right. Marcus, is that all of them? Yeah, we good. Watch it! Watch it! Watch, watch out! Watch! Oh, crap! Watch it! It's my... Yep. Go, go, go, go, go, go, go, go! There, I'm in. I'm in. Like this. Did we fry that...?