Sydney, July 18 2005 — Microsoft confirmed that X05, the Xbox® brand experience for the games and entertainment industry, will be held on October 4th and 5th this year. The event will offer industry leaders and influencers around the world the chance to fully experience Xbox 360 and will mark the beginning of the next generation of gaming. Set and hosted in Europe, the event will welcome international attendees.

X05 will be held at a secret location in Europe and will see the world’s top retailers, media, partners, publishers and developers immersed in a two-day experience where Microsoft will unveil more detailed plans for the new Xbox 360™ system that puts players at the centre of the most powerful next-generation games and entertainment experiences.

Previous X0 events have been the setting for high-profile announcements such as pricing details for Xbox (2001), Xbox® Live™, the acquisition of Rare (2002), a partnership with Epic Games and the unveil of the new Xbox branding (2003). They are also an important platform for third party publishers and developers to unveil major announcements and showcase forthcoming titles. Electronic Arts, Tecmo, Epic Games, and Ubisoft have all previously shared the stage with Microsoft spokespeople to announce exclusive titles.

Guests have been entertained by renowned acts such as Carl Cox, Groove Armada and Massive Attack, in stunning locations - X01 was memorably held in Pierre Cardin’s Bubble House in Cannes, La Isla Magica (Seville) was the theme-park location of X02, and X03 hosted guests at an exclusive beach club location in Juan-les-Pins.

A highlight of the gaming calendar, Xbox enjoys this opportunity to bring together influencers across the world to create a unique and immersive experience for its guests. Commenting on the announcement, Chris Lewis, regional vice president, Xbox, Europe, Middle East and Africa (EMEA) and host, said, "We are very excited about X05 and believe this will prove to be a real highlight in the gaming calendar this year. We have a lot to say and even more to show people. Believe me, after X05 there will be no question that Xbox 360 is the next-generation".