Phil Harrison, vice President for Europe of Microsoft Interactive Entertainment, announced today the creation of a new study: Lift London. The study, which Harrison defines as consisting of the best professionals on the square, is focused solely on digital titles, so I'm not going to stores, and in exploring new business models.

Harrison has stated that Microsoft is increasingly shifting from packaged titles to producer " interconnected services operator ", and that the opening of the new study is part of that strategy: creating games that can be enjoyed occasionally on TV than on tablets and Smartphones. The VP of Microsoft has also stated that the current production model, for which they are initially made huge investments in design and development, is about to change and the creation of the new study serves precisely to follow such changes.

But Harrison argues that this does not mean that the disks will die: we could see them instead as the starting point for larger titles, and posed as an example the fact that we could buy a game store and then see it expand and grow increasingly through constant updates over the next five years.

For now it is unclear whether, with the creation of the studio Lift London, Microsoft is just trying to cover all the bases to avoid being found unprepared when consumer habits will change, or whether it is a change that Microsoft itself will push more and with more energy in the coming years, starting with the launch of the new Xbox. We are waiting for further developments.