At the same time, the big players are focusing less on new hardware and more on software - video games that can be turned into long-lived franchises with recurring revenue generated by in-game purchases and subscriptions. In the demo below, you can see the game in action, including the new dynamic seasons system, which adjusts the weather periodically and creates different driving experiences and events to keep players coming back for more.
Microsoft has taken to the stage at this year's Electronic Entertainment Expo (E3) to announce a major investment in its gaming arm, with the acquisition of four existing studios and the formation of a new wholly internal studio dubbed The Initiative.
"Seasons will change everything", Xbox executives said on stage at the E3 gaming convention in Los Angeles on Sunday.
In all the company showed off 52 games, 15 of which were world premieres, Phil Spencer, the head of the Xbox unit, told the crowd at the Microsoft Theater.More news: Putin criticizes Trump over Iran nuclear deal
Not that the vehicles are the only stunningly rendered component in Horizon 4: the British scenery is arguably even better, with country roads, villages, cities, coastal regions and mountains all present and in a way that makes you wish real life was quite so pristine.
As Polygon reports, away from games Microsoft made two significant announcements. Automata for Xbox One, Just Cause 4, Forza Horizon 4. the list goes on. "You can buy or subscribe or buy and subcribe".
It brings Undead Labs, Playground Games, Ninja Theory, and Compulsion Games into Microsoft Studios.