Xbox One's Midnight Launch

(CNN) The box hit shelves a week after rival Sony's PlayStation 4, marking the official start of the latest battle in gaming's console wars.

Console smackdown! PlayStation 4 vs. Xbox One

Miller, 40, who pre-ordered the Xbox One in June, said he loves everything Microsoft does. The Sparks, Maryland, resident prepared by playing his Xbox 360 "into the ground" with his 8-year-old daughter, Laci.

"We play co-op all the time whenever there is a chance," he said. "I'm picking up 'Ryse' for myself. I'm getting 'Just Dance' for her. I can't wait to try out the new entertainment set up for it."

Arieo waited outside the store with his dad, Jose. The 13-year-old missed out on pre-ordering but didn't want to lose his chance for an Xbox One after making good grades in school and earning the right to get the console.

The Xbox One, which sells for $499, continues Microsoft's move toward making the console not just a gaming device but a central entertainment hub, too. With the Kinect voice and motion controller, users can call out favorite television shows or movies, split the TV screen between two different applications, or even record and share their gameplay with friends.

Marc Whitten, corporate vice president of Xbox Live, said it's only the beginning of how Microsoft thinks people will use their consoles as home entertainment centers.

"One of the things that has been just so amazing for the Xbox One is the passion of the fans about play and Xbox Live," Whitten told CNN in a pre-midnight interview. "Everything we do is really about how we build new experiences for them. It's awesome."

Whitten said Kinect, originally promoted as a tool for hands-free gaming, is increasingly becoming a focal point for the entire Xbox system.

Jason Gelatka of Towson, Maryland, said the device is the biggest draw for him.

Gelatka also pre-ordered his console this summer. He and his friends treated the midnight launch like opening night of a sports season or Hollywood blockbuster.

Crowds rivaling those for last week's PlayStation 4 rollout lined up for the Xbox launch in 13 countries. In New York's Times Square, a concert featuring hip-hop artist Macklemore was part of the launch event.