According to a report today from Games Industry, Microsoft has hired British TV personality Jonathan Ross to work Xbox in the United Kingdom to help blur the lines between video games and other media like television.
“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,” Harrison said.
Ross’ hire comes amid Microsoft efforts to “blur the distinctions” between video games and traditional media, for instance working with Steven Spielberg on a Halo TV series.
“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 program and what is traditional linear media,” Harrison said, adding that the Xbox One allows Microsoft to more easily blur those lines than before.
Ross himself brings both his television experience and his passion for video games to the table for Microsoft, having not only hosted a talk show on the BBC but also releasing his own iOS video game, Catcha Catcha Aliens.
The British TV personality also did voice work for Halo 3 and Fable 3.
Lee Schuneman, head of Microsoft’s Lift studio in London, said he’s worked with Ross over the last few months and admires his “authenticity and passion” for games and gamers.
"Our ambition is to create these new experiences that join TV and gaming together,” Schuneman.