The folks at Redmond want you to know that they are serious about mobile gaming. No, don't snicker - it's true and besides, we can hear you.
Indeed, Microsoft has confirmed that it will be opening a new game studio for the nascent Windows Phone 7 OS.
The company has also put out a call for software engineers to help mold Windows Phone 7 into a viable game platform that will appeal to the masses.
"Microsoft Games Studios is establishing a new Studio - MGS Mobile Gaming - focused on bringing games and entertainment to the mobile life that people lead," MS announced in a rather tempting ad spotted by NeoWin.
"Our vision is to deliver games and entertainment so good that people will want them always with them, on a service that makes them social, connected and relevant anywhere their life goes."
Meanwhile, Brad Sams of NeoWin opined that Microsoft's "strong push" into the gaming market was "hardly" surprising.
"Apple has shown that there is a lot of value (and money to be made) in selling mobile games and Microsoft is naturally looking to tap into this market.
"While opening a studio does not ensure blockbuster success, MS will probably take a similar approach to that of the Xbox, exclusive game titles. "[Remember, the company] used this tactic effectively with the Xbox 360, so it would only make sense for them to carry this business plan over to its mobile platform."