Microsoft and Rockstar Games have recently announced the forming of a "strategic alliance" to provide exclusive episodic content for Xbox Live.

"Through Xbox Live, we have a unique opportunity to reach out to our audience in new ways," said Sam Houser, executive producer and founder of Rockstar Games. "This strategic alliance allows us to craft experiences that fully leverage the on-demand distribution power and sheer size of Xbox Live."

The first title to receive exclusive treatment is none other than Grand Theft Auto IV, the next-generation console debut of the successful series. "Few franchises have had the profound impact on our industry as Grand Theft Auto," said Peter Moore, corporate vice president of the Interactive Entertainment Business in the Entertainment and Devices Division at Microsoft. "Grand Theft Auto IV in high definition on Xbox 360? We couldn't be more excited to have the title on our platform from day one."

Grand Theft Auto IV is expected to hit stores on October 16, 2007, in North America. Remains to be seen how Sony will fare with their own pricy next-generation system, seeing how Microsoft has got such a considerable head start.