Here are my impressions in short:

• international commercial slogans everywhere in the auditorium (“…immer besser. Du…”)
  
• they seem to have bandwith problems: the stream is rebuffering all the time. (i’ve got 100Mbit broadband)
  
• “Due to the proprietary information in the following content, the video and audio portion of this broadcast will be temporarily suspended. Normal program will resume in a few moments.”
  
• more than 2 million Xbox live subscribers up to next month
  
• Xbox 360 will play the most popular Xbox games (does that mean emulation of the first-gen Xbox?)
  
  
  
  • UPDATE: YES. It’s backward compatible!
  
  
• XBOX 360 will launch in Japan, North America, Europe at the same time
  
• Xbox live will have minigames built-in (Card games…)
  
• Dead or Alive 4: exclusive for Xbox 360
  
• Xbox live as a media platform: Voicechat, Marketplace, Media
  
• I’m a “BeatBuilder”-Customer
  
• iPOD compatability? Xbox 360 will be compatible with competitors mobile media players
  
• Xbox 360 as a media amplifier: HD TV, msn music store, your music…, Media Center integration.
  
• Stay connected: the Xbox live and Media Interface is accessible even when you play. Just hit the center button of your controller

Damn. Why aren’t they showing the cool fun-video with SteveB and BillG for everyone? It’s not in the stream. It’s just there live on stage.

• J Allard talks about “knocking customers out of socks”…hmkay…want my three-sixty NOW!
  
• Lost Odysee looks really really gerat… created by the creator of Final Fantasy
  
• every game will be minimum 720p
  
• “every Xbox 360 will be designed to enable HD…” – does that mean there’s going to be several versions of the Xbox 360?
  
• Project Gotham Racing 3:
  
  
  
  • Spectator Mode will enable to watch races via Xbox live
    
  • If that engine sounds are in the game… whooo ;)
    
  • “Life begins at 170”
    
  • “Million Dollar Price” Race Competition
  
  
• Tom Clancys Ghost Recon 3
  
  
  
  • realistic environments
  
  
• NBA 2k6
  
• Call of Duty 2
  
• Elder Scrolls IV: Oblivion
  
  
  
  • full featured RPG
    
  • nextgen AI: eats, sleeps, reacts, acts.
    
  • fantastic graphics
  
  
• Gears of War
  
  
  
  • first Unreal Engine 3 game
    
  • 1st Person Shooter
    
  • seems that the pictures we’ve seen of unreal engine 3 so far where from GoW
    
  • available Emergence Dasy 2006
  
  
• EA launch lineup
  
  
  
  • more than 25 EA titles in development for Xbox 360
    
  • 5 launch titles
    
    
    
    • NFS: Most Wanted
      
    • The Godfather
      
    • FIFA Soccer 06
      
    • NBA Live 06
      
    • Tiger Woods PGA Tour 06
      
    • Madden NFL 06
  
  
• newest partner: SQUARE ENIX
  
  
  
  • FINAL FANTASY XI ONLINE for the Xbox 360 – this rocks
    
  • Square will bring more to Xbox 360 and Xbox live
    
  • personalisation of the game
    
  • realtime rendered Movie… and it looks really really great
  
  
• Some more ingame movies from:
  
  
  
  • Quake 4
    
  • Cameo
    
  • Test Drive Unlimited
    
  • The Darkness
    
  • Green Atherton (racing)
    
  • Frame City Killer
    
  • Top Spin 2
    
  • Dead Rising (working title)
    
  • Condemned Criminal
    
  • Full Auto
    
  • The Outfit
    
  • Perfect Dark Zero
    
  • Ninety Nine Nights