The latest Xbox One ad is all about immersion. According to Microsoft, the games on the Xbox One look so good that you might actually forget you’re playing a game. This heightened sense of realism is demonstrated by a man who sees the cuts and bruises from his character in Ryse: Son of Rome appearing on his own body, as if he had been the armored soldier himself. Of course, this early in a console’s life cycle, developers aren’t able to take advantage of each and every aspect of the new hardware to create the kind of experiences we will see a few years from now, but it’s a smart move from a marketing department that has some talented competition across the aisle. While Sony focuses on the escapism of gaming, Microsoft will move toward visceral realism. “If it were any more real, it would be real,” says the voice-over. The ad follows below.