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Microsoft is working on a game-streaming service that will deliver “console quality gaming on any device,” Phil Spencer, executive president of gaming at Microsoft, announced during Microsoft’s E3 press conference on Sunday.

“Gaming is now at its most vibrant,” he said. “In this significant moment we are constantly challenging ourselves about where we can take gaming next.”

He said that Microsoft is recommitting and harnessing the full breath of the company to deliver on the future of play. That includes experts in Microsoft research working on developing the future of gaming AI and the company’s cloud engineers building a game streaming network.

He added that the company is also in the midst of developing the architecture for the next Xbox consoles.

This year’s E3 has been a period surprisingly engrossed in the idea of turning what once was a physical goods, retail driven industry into something more akin to Netflix. Last week, Ubisoft founder Yves Guillemot told Variety that the ability to play games on essentially anything with a display by streaming the game from a server was going to reshape the entire face of gaming.

On Saturday, Electronic Arts unveiled just such a service. While still in development, EA said their cloud gaming initiative would allow people to play high-end games on mobile phones, on smart TVs and on low-end laptops like Chromebooks.

In the lead up to E3, Microsoft’s head of gaming Phil Spencer said that Microsoft was most interested in making sure games play well no matter what sort of device they are playing on, a hint that the company was investing in cloud gaming.