Not one for starting off his E3 experience with a whimper, Xbox boss Peter Moore announced a new Halo 3 Special Edition Xbox 360.
The console also comes backed up by a load of new software which Microsoft hopes will let Xbox gain on market leader Nintendo Wii.
The console is expected to go on sale about the same time as the game, September 25.
Moore started his presentation with facts, figures and a bit of bravado:
"Xbox 360 is driving this industry, we're in a tight race with Wii, and outselling PS3 two to one. Xbox 360 is selling more games than anyone else."
He finished by mentioning an interesting piece of news to keep all gamers happy: "This is the first E3 briefing in which every demo you see will be coming this year".