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MS: “Xbox is becoming THE Microsoft brand for entertainment”

pramath

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http://beefjack.com/news/ms-xbox-is-becoming-the-microsoft-brand-for-entertainment/


News: From now on, all Microsoft entertainment and gaming experiences will carry the Xbox branding even on Windows, says senior director Leonardo Metelli, who has also been talking about how entertainment rather than gaming is now the major growth area on Xbox Live, and how Kinect will drive whole new types of advertising on their home console – including the slightly creepy “Two-Way TV”.

Leonardo Metelli, Microsoft‘s senior director of Xbox Live Entertainment and Advertising, has been talking at the ad:tech conference in London about how the Xbox brand has grown beyond just the home console bearing its name, and how the company intend to leverage the massively growing market for consuming entertainment on Xbox Live and their Kinect peripheral to create new styles of advertising experience.

Metelli set out the new non-hardware focus for the Xbox name by stating: “Xbox is becoming THE Microsoft brand for entertainment”, and highlighted just why entertainment is now as important to Xbox Live as gaming.

In 2012 “there are more hours being spent on entertainment than gaming,” Metelli said, and, while gaming figures have not dropped, usage of entertainment apps has doubled on Xbox Live year on year. There has also been a 30% increase in overall Xbox Live use year on year as well.

Metelli also revealed that Microsoft are keen to promote new advertising opportunities that make use of the distinctive features of Xbox Live and the Kinect sensor peripheral. “Branded Destination Experiences” – Kinect-enabled “microsite” advertisements on Xbox Live – are one, while Nuads, featuring gesture, voice and controller ad interactivity, will allow brands to get real-time feedback from viewers.

Perhaps the most potent – and mildly Orwellian – use for Kinect will be something Microsoft are calling “Two-Way TV”, television programming that reflects the viewer’s input, taking into account what the user is expressing and whether they are actively engaged to alter the way a programme plays out. Sesame Street and National Geographic TV are already signed up to Two-Way TV, which launches on Xbox Live this week.
 
Xbox sounds really stupid when you say it outside of the context of the videogame system. Honestly thought they'd rebrand and go with something different going into next-gen.
 
No 1 concern with the 720. Keept it up, MS, and I won't bother with your products. :/

You think MS are reducing gaming focus? They are increasing it, working on multiple first party exclusives for the 720 right now using new development teams.
Also WiiU has the same strategy, maybe Sony won't cotton on as quickly.
 
Well no shit. It's what Sony have been trying to do for over a decade.

Nintendo seems to be jumping on the gravy train with the Wii U. Well, trying.
 
They're doing this because Zune failed.

Yep. But it does seem like a sound strategy - they've been aiming for this for a while now, and succeeding, to an extent. I just hope it doesn't impact their next console in a negative way. A game console should have games as a focus, not other forms of media, but I don't think that is what they will aim for.
 
You think MS are reducing gaming focus? They are increasing it, working on multiple first party exclusives for the 720 right now using new development teams.
Also WiiU has the same strategy, maybe Sony won't cotton on as quickly.

I'm not really concerned they'll stop making games, but their brand focus is definitely on entertainment now, not games. If they continue in that direction with the 720, it'll be a major turn off, yes.
 
As long as there are games to play on the Xbox, then im fine. I never understood the love/hate relationship with exclusives. As long as Ubisoft, Activision, EA, etc. keep making games for the Xbox, then I will be happy.
 
Wow....

Like Wii Fit?

Naa dog. REAL games:
images

images

images

images
 
You think MS are reducing gaming focus? They are increasing it, working on multiple first party exclusives for the 720 right now using new development teams.
Also WiiU has the same strategy, maybe Sony won't cotton on as quickly.

most of those studios are working on kinect garbage, i'm pretty sure that's what he meant by that, and what ms means with that press release.
the writing is on the wall, you can choose to ignore it or not.
 
I feel like Microsoft is content with the 360, and I feel like they won't bite the bullet on the 720 until Sony shows the PS4.

That is the problem, since I feel Sony is now positioning the PS3 to compete with the Wii U.
 
You think MS are reducing gaming focus? They are increasing it, working on multiple first party exclusives for the 720 right now using new development teams.

how many of those first party games are casual games for kinect? because I believe only 2-3 of the studios they have opened/bought are actually focused on making real games...

My biggest worry is whether microsoft is going to do the same shit they have been doing for the last 3-4 years.

Halo, Gears, Fable, Forza and shit load of support for CoD and then a some arcade games and call it a day.

^that will be unacceptable next gen.

but I am willing to give them the benefit of the doubt simply because I honestly don't think they expected this gen to last 8 years by the time the next box launches and didn't plan to bring new core franchises after 2010.
 
Your responses are just as bad as his post.

On topic: this is why I'm apprehensive about the Xbox brand.

Ehh, be apprehensive. It doesn't matter.

This has been on the internet since Xbox 1, it's always something. First it was Ms focusing too much on Kinect, now notice it's slowly shifting to MS focusing too much on apps? What happened to them focusing too much on Kinect? Next year it will be they're focusing too much on smartglass or something.

The only thing I care about is hardware power. If they deliver that I'm there. If they dont I'm not. They can do whatever else they want. They can have zero first party games and if it's twice as powerful as PS4, everybody will buy it. That's a fact.
 
how many of those first party games are casual games for kinect? because I believe only 2-3 of the studios they have opened/bought are actually focused on making real games...

My biggest worry is whether microsoft is going to do the same shit they have been doing for the last 3-4 years.

Halo, Gears, Fable, Forza and shit load of support for CoD and then a some arcade games and call it a day.

^that will be unacceptable next gen.

lol, they will have new IPs next gen.

The reason why they stopped the last 2-3 years is because the gen is about to end and the IPs would be against already well established franchises. More of a risk.

A new IP gets more attention during the early life of a console when there's less games.
 
If they really wanna make Xbox entertainment king one thing they can do is make it play and stream from PC every codec under the sun.

They probably dont want to focus on that aspect though. There's no money in it and it's viewed as piracy related.

360 does pretty well there, but at the end of the day it's only mostly good for SD. Streaming HD with 5.1 is spotty at best.

I say this cause I'm thinking of grabbing one of those Western Digital Live boxes for just this purpose.
 
Ehh, be apprehensive. It doesn't matter.

This has been on the internet since Xbox 1, it's always something. First it was Ms focusing too much on Kinect, now notice it's slowly shifting to MS focusing too much on apps? What happened to them focusing too much on Kinect? Next year it will be they're focusing too much on smartglass or something.

The only thing I care about is hardware power. If they deliver that I'm there. If they dont I'm not. They can do whatever else they want. They can have zero first party games and if it's twice as powerful as PS4, everybody will buy it. That's a fact.

So you think if the Xbox 720 has the power people will buy it just for that?, lol people buy consoles for games, if the Xbox 720 doesn't have the games nobody will buy it, there's no point for powerful hardware if it doesn't have games to support it, also Sony said "people will buy the PS3 even if it doesn't have games"...That worked out so well for them.
 
by the way this can really come back to burn them, potentially.

See - making BioWare THE brand for RPG and RTS games at EA.
 
lol, they will have new IPs next gen.

The reason why they stopped the last 2-3 years is because the gen is about to end and the IPs would be against already well established franchises. More of a risk.

A new IP gets more attention during the early life of a console when there's less games.

When their competition can still come out with new franchise AND be bleeding money, there is no excuse other then not being prepared.
 
So you think if the Xbox 720 has the power people will buy it just for that?, lol people buy consoles for games, if the Xbox 720 doesn't have the games nobody will buy it, there's no point for powerful hardware if it doesn't have games to support it, also Sony said "people will buy the PS3 even if it doesn't have games"...That worked out so well for them.

But the PS3 actually didn't have any good games. Any. Also 599 and all that.
 
Yep, it's been obvious over the evolution of the Xbox 360 that Microsoft cares about total living room control. Games are only a part of that equation.

Early this generation, I went with Microsoft as my console of choice, but next gen I will probably be sticking with Nintendo and possibly Sony, as long as they put their primary focus on games.
 
I never understood the complaint about that. What's so hard about pressing the shoulder button 3 times?

(Not to say that games shouldn't be closer to the main page but still...)
I'm not pulling my hair out over it, but the Xbox 360 is...or should I say, was a "game" console first.
 
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