"We're launching full retail games on demand [this year]," said Microsoft general manager Mark Whitten. "We'll be launching this in August with a portfolio of about 30 titles. We'll be launching new titles every week."

Mass Effect, BioShock, Assassin's Creed, Oblivion and Call of Duty 2, Civilization Revolution, DiRT and Rainbow Six 2 are all titles that were confirmed for a digital release by way of a demonstration of the on-demand interface. The interface resembles the Xbox Originals store.

"You'll see these priced just like retail," said Whitten, who did not clarify whether there are plans for new releases to launch on the service alongside disc-based versions.