How the Xbox Shot Its Way Into Gamers’ Hearts

15 years ago, Microsoft redefined the ‘Halo effect’

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It was a minute after midnight in Times Square, and the scene was utter bedlam. Lime-green spotlights crossed the winter sky, digital billboards were on overdrive and celebrities like Dwayne "The Rock" Johnson were out in force. But this was not New Year's Eve. It was Nov. 15, 2001, and the center of attention was the Toys R Us store. Inside, a grinning Bill Gates handed a large package over the register to a guy from New Jersey named Edward Glucksman. 

Photo: Nick Ferrari

The world's first Xbox had been sold.

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