Xbox has unveiled "major plans" to expand its LIVE offering with new content.
The UK head of Xbox, Neil Thompson, says the new service will give customers a "360 degree entertainment experience" with "cutting edge new downloadable content" on Xbox LIVE.
As well as play extra elements of games, connected Xbox owners will now be able to watch more Hollywood films.
Xbox has announced an agreement with NBC Universal International Television Distribution, meaning high-def films from Universal Pictures will now be the latest content from a Hollywood studio to join the Xbox LIVE roster to be available to rent.
The Universal Pictures content joins that of Warner Bros and Paramount Pictures, amongst others, already available.
Extra gaming content on offer includes titles such as Gears of War 2, Grand Theft Auto IV, Fallout 3, Tomb Raider and Fable 2 through to new tracks for social games like Lips, Rock Band, Guitar Hero World Tour and Scene It.
In addition, Xbox is previewing its "1 vs. 100" interactive TV quiz show game that will give gamers the chance to win real prizes.