Microsoft Focuses on Merging Games & Entertainment in New Xbox One Ad
Microsoft’s Xbox One had a rocky start after its introduction earlier this year. Facing the loss of key executives, DRM controversy, and concerns about its performance capabilities, the console’s focus and marketing was all over the place in the run-up to launch in November. But Microsoft hopes that a new online and television marketing blitz will right the ship.
A new 90-second ad just appeared online and will begin running on TV this Sunday. It attempts to throw out all of the controversy and confusion and instead focus on Microsoft’s overall goal for the Xbox platform: a unified experience. Featuring gaming, sports, and movies, the ad “invites” users to turn to the Xbox One to for all of their entertainment needs.
It’s an effective marketing message. While Sony has worked hard to make the PlayStation 4 all about games, Microsoft has finally clarified its vision for the platform, which is expected to last ten years. Yes, the Xbox One can play the latest next-generation games, but it’s also the best platform to catch the latest movie, video chat with friends and family, and keep up with fantasy sports all via a unique voice and motion control system…at least, that’s the goal. With access to consoles thus far limited to tightly-controlled demos, we’ll have to wait until November to see how this grand strategy works in practice, and if the invitation to Microsoft’s party is worth accepting.