www.Mixer.com is offering free dlc (unannounced what it is until the show goes live) for watching the Gamescom briefing live with your Microsoft ID connected account.
From the blogpost: https://blog.mixer.com/mixer-gamescom-2017/
Watch the Xbox @ Gamescom Live stream on Mixer: The event will be broadcast on Sunday, the 20th of August at 12:00pm PDT/ 3:00pm EST/ 9:00pm CEST, and reminder you can find all the details for the Xbox live stream above. Make sure you’re watching via the Mixer viewing app on Xbox One, any web browser at Mixer.com/Xbox, or by using the Mixer app on iOS or Android .*
•Sign in to Mixer using your Microsoft account: You must be logged into Mixer with your Microsoft account to get your Xbox Gamescom MixPot.*
•Link your Mixer account to your Microsoft/Xbox Live account: To learn how to link your Mixer account to your Microsoft/Xbox Live account, see Link a Mixer account to your Microsoft account. Be sure it’s linked before the show starts!*
Microsoft support page on connecting your Microsoft/Xbox account to a Mixer account. Thanks ibnuts
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