On Friday, Microsoft launched its first trial of '1 vs 100' for the Xbox Live, and pitted real gamers against others online, in an interactive game show.
Identical in practice to its real-life contemporary, which airs Saturday evenings on BBC One, '1 vs 100' on the Xbox Live features real players using their Xbox avatars, hosted live by James McCourt , with real prizes up for grabs every Friday and Saturday evening.
Xbox's game show comes complete with scheduled advertising breaks, and was featured under a new 'Primetime' section in the Xbox Live interface, much like a standard TV-schedule, as the company aims to stake its gaming console in the middle of its users Friday and Saturday evening routines.
Initial reactions were mixed, although a majority of complaints can be cited to a few bugs that needed to be ironed out, or rather, blamed on '1 vs 100''s beta tag.
Yet advertisers are sure to be watching the space closely, especially if gamers are willing to fit the Xbox Live 'events' into their weekend schedules.
At present, Microsoft advertises only its own products during the game's ad breaks, but it has put its funding behind some of the top prizes, including a new Fiat 500 or an LCD television.
Beta tests continue until August, when it is expected the game will be launched live. Microsoft also plans to launch a US Xbox Live version.
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