It was an interesting press conference for Microsoft. While Sony and Nintendo are busy focusing on the promises of their upcoming next-gen consoles, Microsoft's Xbox 360 has been on the market since November of last year. With that in mind, the company outlined what it has in store for 360 as well as one of the software giant's original platforms, Windows.

There were several significant announcements made during the show. Perhaps most important was the one made by Microsoft Corp. Chairman and Chief Software Architect Bill Gates, who made a surprise first-ever E3 appearance towards the end of the briefing. Gates said that he's confident that Xbox 360 will have achieved a 10 million unit head start over the PS3 by the time Sony's console launches. In the past, Microsoft's Steve Ballmer had said that whichever company gets to 10 million first will win the race. Time will tell if that proves true.

Also of importance was the unveiling of a new initiative called "Live Anywhere." As you might have guessed, Microsoft is attempting to bring Xbox Live features to other platforms, thereby providing a more unified gaming experience. Through Live Anywhere, Windows users and mobile users will be able to take advantage of the Live interface. As described by MS, "the initiative puts gamers at the center of a ubiquitous always-on world where their digital identities, games, friends and digital entertainment are always accessible through the familiar Xbox Live interface, regardless of location or device. The plan also clears the way for groundbreaking cross-platform gameplay scenarios, with participants using Windows-based PCs, mobile phones and Xbox 360 consoles to play together simultaneously."

"By opening the Xbox Live entertainment network to the entire universe of Windows and mobile gamers, we're creating unparalleled gameplay opportunities that will drive incredible growth of the online community," commented Gates. "Our vision is to deliver consistent, compelling experiences that make it easy for consumers to jump in and play, from any device at any time. It's a vision that only Microsoft can deliver."

Microsoft also discussed its renewed commitment for Games for Windows as a platform deserving of equal treatment, and they unveiled a new logo and retail initiative to put PC gaming back on the map. We spoke in depth about this Games for Windows push with Kevin Unangst, director of Global Marketing, Games for Windows—you can read that here.

Fueled by the launch of Windows Vista in January 2007, which will include the exclusive debut of DirectX 10, Games for Windows will see much more in the way of cross platform releases on both Xbox 360 and Windows. The first such game to release on both systems is the rebirth of the RPG Shadowrun from FASA Studio. Set to launch alongside Vista, the game is a "multiplayer, FPS that propels team-based combat into a new dimension with a revolutionary blend of modern weaponry and ancient magic."

"We're incredibly excited to combine the best online innovations from Xbox Live with the platform innovations for which Windows is known," said Peter Moore, corporate vice president of the Interactive Entertainment Business in the Entertainment and Devices Division at Microsoft. "Windows gamers have a lot to look forward to: Xbox Live experiences, revolutionary DirectX 10 technologies in Windows Vista and some of the best games in the world -- all on Windows."

Other anticipated Games for Windows titles include Age of Conan: Hyborian Adventures, Crysis (which was demoed by Chris Donahue, Group Manager for Windows Graphics and Gaming Technologies), Alan Wake a psychological action thriller from Remedy Entertainment, Flight Simulator X and more.

On the Xbox 360 side, Microsoft showcased an impressive array of forthcoming titles. The press conference actually began with Epic Games' CliffyB taking the stage to demo yet another amazing level of Gears of War—the game has been hyped to death, but from what we've witnessed it certainly seems like it's living up to the hype. Other noteworthy titles that were showcased either in trailer or demo form included Forza Motorsport 2, Fable 2, Viva Piñata, Too Human, Mass Effect, Splinter Cell Double Agent, Blue Dragon, Ninety-Nine Nights, Lost Planet, Crackdown, Saint's Row, Dead or Alive Xtreme 2, and Sonic the Hedgehog among others. And as expected, MS concluded the media briefing with a teaser trailer for Halo 3, which had a vague release date of "2007."

Peter Moore, reminding people of his Halo 2 tattoo, then revealed a tattoo on his other arm of Grand Theft Auto IV. That's right, Rockstar's next GTA is coming to 360 on October 16, 2007. It's not exclusive, however, and will also be released on PS3.

Xbox Live Arcade was also shown some love, as MS announced games from more publishers, including Namco, Konami, Midway, and Sega, which Moore introduced proudly. The most interesting announcement on this front, however, was Lumines Live! from Q Entertainment. The popular puzzle/music game is being transformed for Live Arcade and will offer "frenetic puzzle action married with video, music and themes from today's hottest pop culture icons." The game will feature full multiplayer play over Xbox Live, a Duel mode and more.

Finally, on the accessories front MS is preparing to release several items this holiday, including a new Xbox 360 Wireless Wheel for games like the upcoming Forza Motorsport 2, a Wireless Headset, an Xbox Live Vision video camera, a 256MB memory unit, and the previously announced external HD DVD Player, which will come packed with the Universal Media Remote. Unfortunately, MS did not put a price on the HD DVD drive, but rumors have suggested it could be as low as $100 to $200, whereas the new Toshiba HD DVD players are going for $500 or more currently.