Building Formerly Known as Microsoft Theater and Xbox Plaza Will Be Renamed Peacock Place

AEG officials announced that LA Live, the entertainment center in downtown Los Angeles, which includes the Microsoft Theater and Xbox Plaza, will bear the Peacock name starting on July 11.

This is part of a multi-year naming rights deal between Peacock, NBCUniversal’s streaming service, and AEG. The Microsoft Theater holds 7,100 seats and will be renamed Peacock Theater. The 40,000-square-foot open-air plaza, which is known as Xbox Plaza, will now be known as Peacock Place. Furthermore, Peacock will be the exclusive streaming partner of the venue.

“Like Peacock, L.A. LIVE is at the epicenter of premium original entertainment, exhilarating sports, one-of-a-kind experiences, and extreme fandom,” said Peacock President Kelly Campbell ‌in a press release.

She continued: “Through Peacock Theater and Peacock Place, we’ll have the opportunity to bring all the elements of our brand to life with the millions of fans who visit L.A. LIVE each year while partnering with the incredible team at AEG to further cement Peacock as the ultimate destination for audiences.”

Microsoft has held many of its E3 presentations and summer gaming presentations at the Microsoft Theater. It’s unknown whether Microsoft will continue to host future events in the space, such as its Xbox Games Showcase, now that the entertainment center has Peacock’s branding.

Peacock launched back in 2020. In IGN’s 2022 Peacock streaming service review, we said, “While it’s not the biggest or the best, in two years, Peacock has become a more than respectable streaming option. It’s hard to turn up your nose at a service that allows you to watch The Office and other NBC sitcoms, plus some great recent films, all for a modest price.

George Yang is a freelance writer for IGN. He’s been writing about the industry since 2019 and has worked with other publications such as Insider, Kotaku, NPR, and Variety.

When not writing about video games, George is playing video games. What a surprise! You can follow him on Twitter @Yinyangfooey