The concept of xbox 360 was conceived by Microsoft in early 2003 and conceptualized in co-operation with IBM, ATI and SIS. This is a second video game console and the system allows the p_layer_s to download Arcade games, demos, trailers, TV shows and movies. The system was launched in Nov 2005 in three major regions - Europe, Japan and USA. The demand was stupendous and was sold out completely within a short span of its release. The gaming console competes with Sony Playstation 3 and Nintendo`s WII as part of seventh generation video game console. There are three versions of Xbox 360: Arcade, Premium and Elite. Each version is backed by its own set of features, accessories and technology like wireless controller, re-chargable battery case, snazzy face plates incase the standard plain surface becomes too boring. Generally all three include hybrid, composite and component cable, a detachable 20GB hard disc drive which comes with game demos, video clips, and a free Live Arcade game. Initially it started with the code name Xenon motherboard and subsequently re-engineered to Zephyr.The latest upgradation is a Falcon motherboard with an improved GPU heat sink. Right now the production unit is working on the next hardware refresh - GPU + CPU on the same BGA package. The Xbox live arcade is a service that offers much more than simply downloading video games! The console actually throws up new original games, such as Assault Heroes other than the previous ones like MS Pac- Man.The Xbox video market place is an exclusive video store which can be assessed through the console. It allows the users to view HD TV Shows and Movies.The system also supports audio playback where the users may play back their own music with an interactive visual synthesizer. Pictures and slideshows can also be displayed with various transition effects by this system. These features make the Xbox a favorite of adults too along with the kids! It is also interesting to note in this context that for a new game designer it is highly recommended that you download XNA Game Studio Express; it is an exclusive game which has been designed for easy creation of games for both Xbox 360 and windows. For developing Xbox 360 game you have to subscribe to the Creators Club apart from having Xbox 360 which has a hard drive. In UK, the gaming console has been enabled to display BT vision, video content.The lastest video game Burnout 3 is available and till date Halo 3 is Xbox`s latest best selling game. Xbox 360 was launched to capture the market before the arrival of Sony Playstation 3. This premature market entry had left some flaws in the hardware system undetected thereby earning itself negative publicity. However, newer designs have been introduced, and Microsoft has installed new heat sink to reduce overheating which ensures that the game console unit will last many years. Technically speaking, keeping the gaming system cool may lead to a longer lifespan of the gadget. Along with this, Microsoft has also extended the warranty period to three years in the Xbox gaming console.