>343 - The Halo guys
>Coalition - The Gears Of War guys
>Turn10 - The Forza guys
>Playground Games - The Forza Horizon guys
>Lionhead (RIP) - The Fable guys
This is why Microsoft is losing this generation; every first-party studio (except Rare) has it's own series it has to constantly churn out without any deviation. Microsoft's E3 shows never have any surprises because we always know what their studios are working on.