Steve Ballmer and Bill Gates both had a vision of making premium download content and add-ons that would attract many new customers.
Downloadable content was available, though limited in size due to the narrowband connection and the size limitations of a memory card.
Leading up to the launch, Microsoft enlisted several waves of beta testers to improve the service and receive feature feedback. (which never was released officially) and NFL Fever to beta test.
Once beta testing concluded, Microsoft sent these beta testers a translucent orange memory card, a headset carrying case, and a beta tester tshirt with the slogan "I have great hands".
An updated version of the service became available for the Xbox 360 console at the system's launch in November 2005, and a further enhanced version was released in 2013 with the Xbox One.
The service was extended in 2007 on the Windows platform, named Games for Windows – Live, which makes most aspects of the system available on Windows computers.