Microsoft has made an attempt to explain the reasons for shutting down popular video games entertainment show Inside Xbox, claiming it doesn't want to alienate core gamers.
"We just felt it had reached a logical and natural position where we felt that we had a strong voice to that community in any case," Xbox Europe interactive entertainment VP Chris Lewis told Eurogamer at E3 last week.
"We've got 40 million people on Xbox LIVE, we know that audience closely follows what we're up to, so we felt it was logical [to close it]."
He added that Microsoft has no plans to abandon the core gamer.
"The key to answering your question though is our commitment to keep bringing that kind of content to satisfy the appetite of that audience," he said.
"We have no desire to move away from that. In my opinion, we are focussed on it more than ever - understanding how to target that audience, how not to alienate that audience."
However, Lewis was much more able to divulge details on Microsoft's casual experiences lined-up for Xbox.
"To be clear, we've got more casual gaming experiences we want to bring - we've got music, we've got entertainment, we want to bring fitness and lifestyle to Xbox 360 like the stuff you saw with Nike, all of which is possible through Kinect. Those things allows us to realise our vision.
"We want to be the entertainment hub in the living room - the box of choice in every respect, whether it is hardcore gaming, fitness, music, whether its browsing, voice search. We think we're so well placed in regards bringing that to life versus anybody else."
Inside Xbox was cancelled last month.