Microsoft has said that X05, the Xbox brand experience for the games and entertainment industry, will be held on the 4th and 5th October this year.

The event will offer industry leaders and influencers around the world the chance to experience what the Xbox 360 can offer.

X05 will be held at a secret location in Europe and will see retailers, media, partners, publishers and developers immersed in a two-day experience where Microsoft will unveil more detailed plans for the new Xbox 360.

Previous X0 events have been the setting for high-profile announcements such as pricing details for Xbox and Xbox Live, the acquisition of Rare, a partnership with Epic Games and the unveil of the new Xbox branding.

They also provide the opportunity for third party publishers and developers to unveil major announcements and showcase forthcoming titles. Electronic Arts, Tecmo, Epic Games, and Ubisoft have all previously shared the stage with Microsoft to announce exclusive titles.

Guests to Xbox events have been entertained by renowned acts such as Carl Cox, Groove Armada and Massive Attack, in stunning locations. X01 was memorably held in Pierre Cardin's Bubble House in Cannes, La Isla Magica (Seville) was the theme-park location of X02, and X03 hosted guests at an exclusive beach club location in Juan-les-Pins.

Chris Lewis, regional vice president, Xbox, Europe, Middle East and Africa (EMEA), said: "We are very excited about X05 and believe this will prove to be a real highlight in the gaming calendar this year.

"We have a lot to say and even more to show people. Believe me, after X05 there will be no question that Xbox 360 is the next-generation."