: [By Staci D. Kramer] During a session on branding in today’s multimedia environment. Peter Moore, Microsoft Corporate VP, interactive entertainment, business entertainment & devices division, mentioned how carefully the company markets Xbox to protect its core gaming audience. “We try not to show up on the network because that dims our cool factor .. They don’t want us to market to their mother.”
That doesn’t mean Microsoft plans to ignore the potential audience of those who might be attracted by the Xbox 360’s media center capabilities and Xbox Live’s networking. But the chokehold on the pipeline for new boxes is keeping that core audience from being fully served, putting off any serious outreach to other potential markets beyond the social branding already in place — while the pumped-up costs make the 360 a mighty expensive media center extension.
At the same time, Microsoft has to decide how to integrate 360’s media center capabilities into the business model. One question: Should media served up via Xbox Live be available to click and buy? Moore spoke with me about some of these issues in a brief interview, starting with the branding spots that include a town-wide water balloon fight.
Moore: “It’s about social fun and that’s what Xbox Live is รข
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