The Xbox buzz has sleepily settled around Microsoft’s ankles, laying in limp disillusionment; as executives leer in the direction of King Sony, they can’t help but scorn the fair-weather Johnsons that left them there, skulking, controller in hand.

Within games, brand and product placement have been around for a while, as part of the various cityscapes and other settings where a gamer might encounter ads in real life.

Though game console junkies will be hovering around the Electronic Entertainment Expo in L.A. this week to get a glimpse of Sony’s Playstation 3, Jupiter research projects that Microsoft’s new gaming baby, Xbox 360 will be in the lead by 2010.

A previously unannounced title from the legendary game company will be for Microsoft’s next-generation console.

Microsoft’s new Xbox 360 was unveiled on MTV during a special program hosted by Elijah Wood, star of such hit films as “The Good Son”, “North”, “The Faculty”, and recently “Sin City”.

Sounding a bit smug about Microsoft’s ability to knock off Apple products, Bill Gates predicted an anemic future for iPod.

Xbox made its world premiere on MTV today. The hot new property from Microsoft will be coming out later this year and Microsoft hopes to really hammer Sony’s market share before the year’s end.

After several weeks of purported leaks and massive buzz and speculation, Microsoft’s 30 minute product debut thrilled gamers.

Microsoft spends cash and pushes hard to beat Sony and Nintendo to market with a new console.

Okay, so I fell for it the first time. With everybody else, I sniggered about Bill Gates’ “goof” when he told a group of reporters in Seattle about when the new Xbox would launch. Two weeks later, Internet news is hot again with cat-out-of-the-bag stories.

Vendors usually debut their new hardware at the Electronics Entertainment Expo. But Bill Gates wants his MTV instead.

They may be actual leaks or perhaps careful PR attempts to enhance the buzz about the Xbox 360.

Bill Gates may not have meant to let it slip that the next-generation game console would ship in 2005, but he did.

New subscribers to Viacom’s Showtime cable channel will receive a choice of Xbox promotional items.

Although specs for the new game console still haven’t been revealed, the Chief Software Architect says it’s going to look great in high-def.

“This yearwe’re going to ship this next Xbox,” Mr. Gates said, and then someone kicked him under the table.

Content deliver provider inks deal with Microsoft to provide exclusive hosting for multiplayer games on the next generation platform.

Microsoft’s Robbie Bach spoke to a group of businesspeople in Silicon Valley about the new console.

Everyone knows Microsoft will kick out its new X-Box in May 13, which is just a few days away. It’s going to be a hip offering and MTV will broadcast the event. New games will be available with a better graphics, sound, etc. But now Samsung will help them out just a little with its new HDTV offerings.

The Japanese chip manufacturer gets a coveted slot inside Microsoft’s next generation game console.

Microsoft corporate vice president J. Allard discusses the next-generation console, the Xbox 360. Fanboys sob in droves.