15. Microsoft Xbox 360 2005
Just four years after Microsoft arrived on the scene, they were looking to once again repeat Sony’s meteoric rise from upstart to industry leader. Although the Xbox 360 didn’t make as big a leap as other console generations, its re-imagining of Xbox Live—taking the online lobby of the Xbox and turning it into a full-blown digital marketplace—changed the way gamers interacted online. Halo 2 was a key player in making “multiplayer” a system-seller, but games like Gears of War and Fable showed Microsoft was here to stay.