It was only a couple decades ago that the big competition between video game consoles had to do with how many colors you supported. Things have certainly changed since, and while hardware and graphics performance are definitely on the list of important specs, there’s one area that’s far more critical: content. Microsoft Xbox 360, Sony Playstation 3, and Nintendo Wii all adopted a model that let users access more content and more versatile content through their console. To help users get more access to the content they already own or could get their hands on, Microsoft is bringing the Bing search engine into the Xbox 360.

Bing Search for Xbox, which will be implemented this holiday season, will use the existing hardware and technology that Microsoft has integrated with the Xbox. This includes the Microsoft TellMe technology and the Kinect movement sensor. To conduct a search users will simply say “Xbox Bing,” and then follow it up with the topic of their search, such as “Firefly.” Content of various types, including movies, games, music, programs, and demos will be located and displayed by a Bing-powered search. They can then sort through it using Kinect commands (i.e., by using their body as a controller).

This tool isn’t just designed for finding new content to purchase. Bing will organize the search results in an order that prioritizes the purchases and subscription you already have. In the “Firefly” example just provided, a person who has a Netflix subscription is likely to see the option to watch Firefly on Netflix as one of the first choices. Other items that may require purchase will be displayed afterward on the list.

Microsoft gains several advantages by employing this tactic. They make content easier to search. They get some more cyber-store exposure. Perhaps most importantly, though, they’re converting a generation of gamers to the Bing brand.