In its Windows 10 event this morning, Microsoft took a page out of the Twitch playbook by introducing Beam system integration for the Xbox One and Windows 10 as part of its forthcoming, Windows 10 Creators Update. The company aims to prove its claim that Xbox Live is the fastest most reliable multiplayer network by supporting 4K graphics on AAA titles like Forza Horizon 3 and Gears of War 4particularly when it comes to livestreams. The company promises interactive broadcasting where viewers can interact in real time “right alongside them.”

“Gaming has exploded in popularity as both spectator entertainment and as a sport,” Microsoft said in a statement. Livestream gaming has become a major source of brand awareness and loyalty thanks to influencers—a major reason publishers like Microsoft are moving away from press exclusives and into fan-centric events.

The Creators Update will also beef up mixed reality with the Microsoft HoloLens. HP, Lenovo, Dell, Acer and ASUS will ship the first VR headsets capable of mixed reality in 2017. These accessories will contain built-in sensors to enable users to explore virtual worlds and mixed reality without the need for markers. 3D and mixed reality are also a major focus of the update, allowing 3D capturing, modeling and printing capabilities together with a partnership with a new Remix3D community, a place where Minecraft players can share their 3D creations.

Windows is “getting creative” with its target demographic—appealing to professionals within the design, music, architecture and gaming industries as well as pretty much anyone who uses a computer for work or play. Apple has traditionally dominated the creative market, but Microsoft has revealed a brand-new, high-end line of hardware that aims to change that forever. From the announcement of the Surface Studio—a hybrid desktop PC and digital canvas—to the new Surface Book laptop with twice the GPU power of its predecessor, Windows is stepping up its game to make creation accessible and interactive . . . for gamers and beyond.