Microsoft has launched the Xbox One in China - becoming the first major console maker to enter what could be a massively lucrative market.
The first consoles were sold in Shanghai, priced at 4,299 yuan ($699, £430). Sony and Nintendo are yet to launch their respective products.
In January, the Chinese government lifted a 14-year ban on consoles, made because of worries over content.
However, many popular titles, such as Call of Duty, will still be banned.
Only 10 games were available to buy on the Xbox One's release - but Microsoft has said 70 titles are in the pipeline.
Beating its rivals to the market may give Microsoft a much-needed sales boost. Its console is currently being outsold by Sony's PlayStation 4 in all major markets.