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Odds are, when you think of GameStop, you picture yourself trading in a handful of old titles to buy a new release or one of the retailers "pre-owned" games.
As much as 40 per cent of activity on the Xbox 360 is related to non-game entertainment according to Microsoft, as the company plans to reposition the Xbox as a more general entertainment brand. Writing on the official Microsoft Blog , corporate vice president Frank Shaw claimed that the console saw an average of 30 hours of "video consumption" per month. Although the figures are likely to relate only to North America, and are primarily due to the Netflix service, Shaw uses the examples as evidence that "Xbox = entertainment".
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