Microsoft views the Windows Phone 7 as its very own handheld games console, according to the platform holder's mobile gaming chief.
"This is our mobile platform for games," Kevin Unangst told Kotaku at the CES show held in Las Vegas over the weekend.
"The same people who make the Halo game, the same development folks, work on this, this is our mobile console," he explained.
Unangst pointed out that the device had sold 1.5 million units since it launched in November last year and now boasted 5500 apps on its marketplace from 30 different developers. 60 of them are Xbox Live enabled games.
He added that Microsoft was working hard to encourage Epic to develop for the platform, though no agreement has yet been made.
Microsoft announced a handful of new titles for the phone at its CES presentation last week, including Fable II: Coin Golf, Game Room, Full House Poker, Pac-Man, Pro Evolution Soccer and Pocket God.