CANNES, France — Once upon a time, it was just a games device. Now, Microsoft’s Xbox consoles are used to consume TV, video, music and other content.

“Gaming is the core,” says Microsoft’s advertising GM, Scott Ferris. “Over half of people who buy Xbox for gaming end up using it as their all-up entertainment source.”

Ferris says Xbox now has a total 245 third-party “apps” on board in markets around the world. But advertisers, as well as content owners, can play on Xbox through dashboard display advertising, video advertising and interactive web page call-ups, he adds.

He spoke with Beet.TV during the Cannes Lions International Festival of Creativity. Please find more coverage of the festival here.