Gamescom is Xbox's for the taking this year. Sony have decided to bow out of the show due to it coming too close to E3, so that mean Microsoft have full reign to take up the digital ink during the show, at least in terms of the console makers.
And Microsoft appear to be setting up to take full advantage of the opportunity. On Twitter, Xbox boss Phil Spencer told a fan that Microsoft have a similar amount of content for the German games show as they do E3.
@mattscanna We should have as much new content at Gamescom as we will at E3.
— Phil Spencer (@XboxP3) May 29, 2015
As I said, this could be very significant for Xbox. They can own the headlines for the right reasons if they play their cards right throughout the duration of the show.