Writing on the official Microsoft blog, Frank Shaw has a few things to say about the future of Xbox and the way the company will be marketing it.

"For the last 10 years at Microsoft," writes Frank X. Shaw, Corporate Vice President of Corporate Communications at Microsoft, "we've been turning up the heat on how we think about Xbox, and next week at E3 you will get a chance to see how far we've come."

Shaw claims that the Xbox is core to the company's entertainment strategy and should no longer be seen as simply a games console. 40% of all Xbox activity, he says, is non-game. On average, users are apparently spending 30 hours watching videos per month using the system.

"The vision for Xbox is straightforward," continues Shaw. "All of the entertainment you want. With the people you care about. Made easy. That is why you've seen us invest in partnerships with ESPN, Netflix and Hulu. That is why we've baked social directly into the experience with Xbox Live -- connecting gamers, friends and families across the globe. That is why you'll see Xbox marketed more as an entertainment brand this year. And that is why we're investing so much in Natural User Interface technologies (speech, touch, gestures) to make the entertainment experience that much easier -- and more fun.

It sounds like much of next Monday's Microsoft E3 press conference will explore this angle of the Xbox, as well as showing off the latest "mind-blowing" game experiences. Microsoft, it seems, is setting its sights on the Xbox being the only box you need under your TV.

This article originally appeared on GamePro.com as Xbox's 'Entertainment' Rebrand