20 years ago on May 12, a significant milestone occurred in Xbox history with the unveiling of the Xbox 360 console. In contrast to the usual high-profile debut at events like E3, Microsoft opted for a unique strategy by presenting their next-gen Xbox model on MTV during a special event hosted by Elijah Wood, famed actor from The Lord of the Rings.
Back then, as a hardcore gamer, I got to witness an event that was nothing short of spectacular. The spectacle included a live performance by the legendary band, The Killers, and some other big names like the rapper Lil’ John and musician Ryan Cabrera graced the stage too.
You might remember Microsoft had already tapped into star power back in 2001, when Dwayne “The Rock” Johnson teamed up with Microsoft co-founder Bill Gates to give us a sneak peek of the original Xbox console. Talk about leveraging fame!
In a stark contrast to modern console unveilings, this event, titled “MTV Presents Xbox: The Next Generation Revealed,” took a unique approach. During the live broadcast, Wood inquired about John’s anticipation for the Xbox 360, to which John replied candidly, “Absolutely, I’m excited to receive one for free tonight.
During MTV’s automotive makeover series, Pimp My Ride, two team members participated in a brief chat, while the television broadcast also took a moment to highlight upcoming games on Xbox 360.
As a gamer, I wouldn’t expect Microsoft to rely on MTV for its next two console unveilings. Instead, they’d opt for something more direct and engaging. Back in 2013, they livestreamed the Xbox One reveal straight from their campus in Redmond, Washington. Fast forward to 2019, the first glimpse of the Xbox Series X was at the Game Awards ceremony.
Reflecting on the unveiling of the Xbox 360, it offers a charming glimpse into a past era of video game promotion, featuring well-known personalities and artists endorsing a device that would eventually be notorious for its Red Ring of Death malfunctions. A few years ago, Microsoft shared a documentary chronicling the history of Xbox, and for those who haven’t seen it yet, it provides an insightful look at the triumphs and struggles faced by this console brand throughout the years.
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2025-05-12 16:57