Today is the day, folks. As of midnight this morning, Microsoft’s Xbox One X has been available to purchase and play, allowing those who pre-ordered the console (as well as a small amount of lucky walk-ins) to pick up the device that they’ve been waiting so long to get their hands on.

With 40% more power than any other Xbox One variant, the X is dubbed the world’s most powerful console, and for good reason. Thus, it’s now become the company’s flagship model, and has set an industry precedent in the process.

“We built Xbox One X to give game creators the most powerful platform to bring their visions to life and to give gamers the best console to play the games of the past, present and future,” said Phil Spencer, head of gaming, Microsoft Corp. “We’re excited to offer gamers the world’s most powerful console with access to the largest games lineup in Xbox history — more than 1,300 titles and more than 220 exclusives.”

Offering 4K resolution, 4K UHD Blu-ray playback, high dynamic range and wide colour gamut, the Xbox One X is more than just a console upgrade. Through it, games from Xbox’s past and present are going to see benefits, thanks to patches that make them look, play and run better on the new device. Newer games like Quantum Break, Halo 5, Rise of the Tomb Raider, Gears of War 4, Assassin’s Creed: Origins and Middle-earth: Shadow of War highlight this, along with the ever stunning flagship racer, Forza Motorsport 7. They aren’t alone, however, as older titles like Halo 3, Gears of War 3 and Fallout 3 have also received impressive upgrades through patched means.

This launch is a celebration for Microsoft, and was marked in some unique ways once clocks hit midnight in different parts of the world. Some of the highlights include:

  • Inspired by the new Xbox racing game “Forza Motorsport 7,” the world’s first Xbox One X was hand-delivered in New Zealand via the fastest supercar in the country.

  • In Australia, Xbox opened the doors to the Xbox Stay N’ Play, a boutique, gaming-themed experience situated in front of the iconic Sydney skyline in Pirrama Park.

  • In Germany, Xbox set a new world record for the “World’s Largest Unboxing” after unboxing a giant Xbox One X in the Munich International Airport, and celebrated the launch with more than 700 fans in front of Berlin’s largest 4K theater screen.

  • In the U.K., some of the country’s biggest content creators and special guests were featured in an extended 14-hour Xbox livestream hosted at the Xbox One X Apartment in London.

  • In France, thousands of fans tuned into an eight-hour Mixer livestream, which highlighted the various Xbox One X launch activities taking place in Paris, including the midnight opening at Fnac Champs Elysées.

  • In Mexico City, hundreds of fans attended an Xbox One X midnight madness event hosted with Game Planet to celebrate the official launch of the highly anticipated console in Mexico.

  • In collaboration with Canadian designer and artist Brian Espiritu, Xbox designed custom Xbox One X consoles inspired by the city of Toronto to give away to five lucky Xbox fans.

  • In the lead up to launch, Xbox Live Sessions, an interactive, fan-focused livestream on Mixer, hosted celebrities including Chris Evans, James Corden, DJ Khaled, Chandler Riggs, and more to play their favorite games on Xbox One X. In addition, 16 years after helping Bill Gates introduce the original Xbox, Dwayne “The Rock” Johnson surprised three Make-A-Wish kids with their own custom consoles before the official Xbox One X launch.

  • At Microsoft Stores, including the flagship Microsoft Store on Fifth Avenue in New York, and other retailers worldwide, eager fans lined up more than 24 hours in advance of the console’s release to be among the first to get their hands on Xbox One X before it sells out worldwide. Shaquille O’Neal, Liam Payne, Ronda Rousey, Odell Beckham Jr., and Caleb McLaughlin made special appearances to surprise fans throughout the launch event at the Microsoft Store in New York.

The Xbox One X is now available in 35 different regions, and retails for US$499, £449, €499, C$599 and A$649.

While you’re here, make sure to check out our review of the new console!

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