Sony may rock the video game world next week, but Microsoft really isn't concerned.

In fact, they believe the majority of consumers won't even be aware of the February 20 announcement, as Xbox senior regional director Jonathan Grimes told MCV :

"Whatever gets announced on February 20th, the majority of consumers in the UK won’t know."

That's an interesting statement. On the one hand, he's probably right, in that the majority of consumers in this industry are purely casual nowadays. And let's face it, the casuals buy Xbox and likely aren't aware – and don't care – what Sony reveals next week. On the other hand, is he implying that consumers won't know about it because it's Sony, and that if Microsoft had a similar event, they would know…?

Anyway, Grimes added that it will be Microsoft's job to make sure customers don't get "lost" in all the hype following February 20.

"They’ll still want to buy the devices out there. So in terms of noise our job will be to ensure that the consumers that are going into stores, going online, still see and experience Xbox, rather than get lost in the industry chatter. Whatever is announced is important from an industry perspective, but we must remember who is buying right now."

Later, Grimes warned gamers against constantly wanting something new. In fact, he said- "We should look at how we can benefit from what is already out." Man, if that doesn't sound like Microsoft, I don't know what does.