The advertising war for next-generation game consoles has begun.

Yesterday, during the opening game of the NFL season between the Baltimore Ravens and Denver Broncos, Microsoft aired its first ad for the Xbox One console, focused primarily on its NFL sports application. You can watch the commercial below.

With the app, users will be able to access live programming through the NFL Network and NFL RedZone, along with the NFL website and fantasy football website. Users will also be able to communicate with one another through Skype video feeds.

"The NFL has tagged most of these (NFL) Network shows with rich metadata that allows us to pull content from that's related to (them), so if you're watching a show, you'll see related content that you'll be able to put in the preview window," said David Jurenka, director of sports at Xbox Entertainment Studios, when speaking to Polygon.

The app will launch on November 22nd, the same day that the Xbox One will ship to stores.