Better than any trailer shown, I thought it was this segment that won it for Microsoft. With so much made about Xbox not having any exclusives late this gen or about them not being committed to exclusive content, Microsoft revealed five new and acquired studios to join their family:

The Initiative: New studio lead by Daryl Gallagher and based in Santa Monica, California.

Undead Labs: Known for State of Decay and State of Decay 2.

Playground Games: Known for the Forza Horizon series.

Ninja Theory: Known for titles like Hellblade and DmC: Devil May Cry (and a personal favorite of mine, EnslavedL Odyssey to the West).

Compulsion Games: Studio launching We Happy Few later this year.