Microsoft might be adding more services to Xbox 360 like Xbox Sports, Xbox Fitness, and Xbox Now in the future. Siliconera discovered Microsoft registered trademarks for these three terms in Europe.
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It appears Xbox Now, Xbox Sports, and Xbox Fitness are going to be some kind of video programming. The classification is specifically for "telecommunication services, namely, providing electronic transmission of video over the Internet." The Crimson Dragon trademark from Microsoft has two different classifications "video game software" and "providing online video games."