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NXE Gets 'Largest Marketing Campaign In The History Of Xbox'
>> From gamasutra.com:
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And if the goal of Microsoft's recent initiatives -- adding family-friendly entertainment "channels," avatars and, most recently, price points low enough to make the Wii look even whiter -- is to draw in a new casual consumer, then how will the company inform these relatively uninitiated audiences about the update?
Xbox 360 group product manager Aaron Greenberg tells Gamasutra that such an update at this stage is just the next step in a progression. "We are already delivering games and entertainment in high definition; we have already got storage built in," he says. "We already have high speed internet connectivity -- so we are no longer limited by the power of the hardware."
So for Microsoft, the next frontier for innovation is, logically, software. And Greenberg says the company's aiming high: "As dramatic as going from the original Xbox was to when we launched Xbox 360, this is just as much of a dramatic jump with the New Xbox Experience," he says.
But the "re-launch" of the entire Xbox 360 experience will also be accompanied with in-store outreach, says Greenberg.
"We will be launching the largest marketing campaign in the history of Xbox," he says. "We will be spending more money in marketing in advertising this holiday than we ever have in the history of our business."
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Full Story: gamasutra.com
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