A decade after conception, XBLA, 360 hardware and new controller herald new era for console

XBOX: 2010 a ‘transformation year’

Don Mattick opened today’s Xbox 360 E3 briefing by declaring 2010 a year of ‘transformation’ for Xbox 360.

2010 is the 10th year of Xbox said Mattrick, of the console which actually launched in 2002 but was first unveiled a decade ago.

Mattrick said that the 360, along with motion sensing controller Kinect, will ‘tranform the way you play games and connect to friends and family.’

"This is a year of transformation," he said.

"We are transforming how you play games, connect to friends and family. If you like games, Xbox is the only place you can play all three of the biggest blockbusters in our industry: Halo, Gears of War and Call of Duty."

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[Industry news] Ubisoft backs IG50 Awards as Into Games opens applications for 2026 cohort

UK games charity Into Games has today opened applications for IG50 2026, its annual programme that recognises 50 of the most talented yet-to-be-hired people in UK games from working-class and low-income backgrounds. The announcement comes as Ubisoft joins as the headline sponsor and as Into Games confirms that 11 winners from the previous 2025 cohort have been placed in paid roles in the UK games industry through its Boost placement programme.