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The Countdown for Xbox 360 Begins at X05:

A 19th-century industrial plant in Amsterdam was transformed into a sizzling showcase for the Xbox 360™ video game and entertainment system from Microsoft Corp. on Oct. 4 and 5 as more than 1,000 members of the press and retail representatives gathered to get the definitive lowdown on the Xbox 360 launch for Europe and North America at X05, the Xbox® brand experience for the games and entertainment industry.

The big news was the lineup of games for the Xbox 360 launch, but there was also Xbox and adidas Announce Global Alliance.