Could this man help Microsoft dominate the gaming industry?
British TV personality Jonathan Ross has been recruited by Microsoft as an Xbox Games Division executive producer.
Microsoft corporate vice president Phil Harrison made the announcement at a gathering in London last night, MCV reports.
Ross is an enthusiastic supporter of the gaming industry, appearing as a UNSC marine in Halo in 2007 and voicing Barry Hatch in Fable III in 2010. He also owns production company Hotsauce which released Catcha Catcha Aliens! on Android and iOS earlier this year.
Harrison says the BBC presenter could offer a different perspective and innovative ideas in the competitive multi-billion dollar gaming industry.
"We wanted to bring in new talent that would challenge the way we build games and the way we think about what an audience is and what is entertainment," he says.
"We want to broaden the concept of gaming to maybe blur the distinctions about what is a traditional game and what is a traditional television programme and what is a traditional linear media. These devices and boxes now allow us to do that in a really meaningful way," Harrison adds.
Microsoft Studio Lift London boss Lee Schuneman says Ross can incorporate elements of TV that will enhance the gaming experience.
“What I've really appreciated is this authenticity and passion and real understanding for what we are as gamers, and the cool films and toys we like. Our ambition is to create these new experiences that join TV and gaming together."