Microsoft believes that the future of gaming is all about delivering cloud-based experiences, and has opened a brand-new studio dedicated to this pursuit, which they're calling Lift.
The studio is based in London and will be headed up by former Rare designer, Lee Schuneman. "It's an incredible line-up of talent we are building," Schuneman said. "Joining me on this new and exciting talent is some of the best talent in the world from console, web 2.0, social, and mobile."
According to Lift's fearless leader, the studio aims to "deliver entertainment as a service. Where, when, and how you want it. We go beyond the box. Great games and experiences on tablets, mobiles and TVs. Powered by Microsoft and delivered through our cloud services. Made in London: an exciting, diverse city, full of energy, full of opportunities."
According to Microsoft exec Phil Harrison, cloud gaming is the future, but that doesn't mean the company will abandon the disc-based retail market. "The shift is from packaged goods to connected products. We will continue to support retail with our products for sure. But we are going to keep creating features that are enhanced and improved by the network," Harrison explained.
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