UK TV personality Jonathan Ross has been hired by Microsoft to offer insight into Xbox development.
Ross joins Xbox as an executive producer, and will assist with Microsoft's European studios, including Fable Legends developer Lionhead and Kinect Sports Rivals developer Rare. Ross will also get involved with the work of Lift London and Soho Productions.
"We wanted to bring in new talent that would challenge the way we build games, and the way we think about what an audience is and what is entertainment," said Microsoft executive Phil Harrison at an event in London last night.
"We want to broaden the concept of gaming, to maybe blur the distinctions about what is a traditional game and what is a traditional television programme, and what is traditional linear media," he added.
The chatshow host also "knows more about movies and Japanese manga than any person I have ever come across," Harrison added.
"I'm thrilled to be joining forces with Microsoft Studios," said Ross in a statement.
"The explosion in cross-media opportunities and the chance to create and develop entertainment ideas that make the most of both the traditional and the very latest platforms is tremendously exciting. My love of games, movies and TV made this partnership a no-brainer. And they said they’d give me an Xbox One for free, so how could I possibly refuse?" he added.
Ross had previously published iOS title Catcha Catcha Aliens through his production company Hotsauce.