Xbox no longer just a gaming brand, says Microsoft

Xbox is no longer just a gaming brand, Microsoft has claimed.

Discussing the rebranding of Zune services to Xbox Music and Xbox Video, the firm said that it has proved that Xbox has "made a mark" when it comes to delivering entertainment.

"Xbox is a total entertainment proposition for our customers going forward, and for Windows customers and Windows Phone 8 customers as well," Xbox Live product manager Pav Bhardwaj said.

"It's not Xbox 360, it's Xbox, and we think Xbox stands for entertainment. It's not just gaming, it's beyond gaming, it's so much more than that now.

"I think over the past couple of years we've really proved that gaming is core to our console, but we've been offering music through Zune and music, and we've built on third party applications like Netflix and LoveFilm.

"We really do feel we've made a mark on the entertainment arena and so we want to take that brand to Windows."

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Yi-Long2011d ago (Edited 2011d ago )

... cause I buy a console for GAMES. Not for Apps and gimmicks and whatever.

Luckily, the last few years the 360 has still had some excellent games coming to XBLA Marketplace, which DID still appeal to me as a gamer (Trials Evo, Mark of the Ninja, Super Meat Boy, etc etc)...

... but other than that, their last 3 E3-presentations have been extremely disappointing (to me) with all the focus on Kinect en Apps for the dashboard, and they haven't really come out with new IPs. Sadly.

HarryMasonHerpderp2011d ago

There's a new 360 commercial in the UK and it doesn't even advertise any games.
Shows where Microsoft's priorities are.
I find it extremely annoying how they seem to be dropping the core gamer at the moment, hopefully it's just because the 360 is near the end of its lifespan and they're investing time into new games for the next Xbox.

darthv722011d ago

that there is a need to extend the appeal and relevance of the platform beyond what it may have started out as.

we have seen this in the past but we are seeing it more and more with both the PS3 and wii included. Especially because of the dynamic nature of these platform and how they can evolve into something more.

Many traditionalists would only look to a game console for one purpose. Games, and i would agree. But that was back in the day when gaming wasnt a mainstream enterprise like it is now.

Buying a console is no longer considered a disposable means of entertainment. It is an investment. I can think of the old systems and how they would try to find some way to still remain relevant in light of new platforms to be released. Be that in the redesign phase to lower cost and get consumers to adopt them or by way of finding new tricks to wring out every last drop of power from their aging inards.

As someone who has played games since the 70's i can say i have seen many companies try to rebrand themselves only to fail into obscurity. Both MS and Sony seem to be onto something with the popularity of their brands.

Taking the names into the next level and creating the infrastructure to expand from is the logical decision.

BabyTownFrolics2011d ago

well said darthv72

folks on here on living in the past, these gaming grandpas should go drive their model T's to Woolworth and buy some more depends.

he said tongue firmly in cheek

seriously though this is the future, a one stop shop for entertainment. The line will no longer be don't touch that dial, it will be don't turn off that console

ChrisGTR12011d ago

i went from xbox fanboy having one since launch date to now where i sold my 360 last month for good. now i just have a ps3 :( i def wont be buying a xbox 720 by looking at the direction MS is heading.

Knight_Crawler2011d ago (Edited 2011d ago )

CooL story bro, can I hear it again?

AngelicIceDiamond2011d ago

I can still play games on my Xbox as well as millions of others around the world. what's the problem? You always complain about apps and streams something that's none gaming, well, I got some even more sad news for you.

It's called getting with the times, every single device has streams and apps. No more is it only a PC thing you have to understand that.

I know some people who only a use Netflix and Hulu for there console and they play allot of casual games along with some hardcore.

I know N4G it's a horror story. Its my horror story for the sake of the month but it's a story that's based off true events.

Just because they use there console for casual and movies and TV doesn't mean I do? I buy critically acclaimed XBL arcade games, I buy allot of the third and 1st party hardcore games I use partychat for communication and getting with friends in an intense game. And to wind down I watch neflix until I pass out. the next morning I get ready for school.

It's called a lifestyle. Don't let something as trivial such as apps change your image of what the Xbox's core functionality is. Consoles are looked at differently more than ever.

And if you asked me, I like the way gaming consoles are looked at now than 15 to 20 years ago. More families see the positive in consoles these days.

Back in the 90's it was only a pipe dream to see consoles as a "positive" thing.

KMCROC2011d ago (Edited 2011d ago )

Damn it i bought a phone to make calls & receive calls, but damn i can search the net ,text,shop,get directions,go any where with it ,but all i wanted was a phone WTF phone companies.

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Hellsvacancy2011d ago

I find it funny how when the 360 came out, it was supposed to be all about games, Sony said from the beginning that the PS3 is an all round media entertainment unit

"PS3 has no games, its ok though, atleast you can still watch movies on it" I remember N4G comments like that

Yi-Long2011d ago

... and I started out loving and playing my 360 more...

... and somehow the last few years things have flipped around, and Sony seems much more intent on keeping their focus on bringing out new original IPs, and as a result I'm now playing more and more on my PS3, buying multi-platform games for the PS3 instead of for the 360.

I really feel MS has dropped the ball this generation by shifting their focus away from games, and Sony has picked up that ball and ran with it. Especially with the excellent PS+ service which puts Xbox Live Gold to shame in terms of value for money.

(Although downloading something from PSN is still awkwardly slow.w.w.w.w.w here in Holland)

maniacmayhem2011d ago

Lucky that some folks on N4G don't represent the majority of people who own the 360.

I for one am glad that they offer other services besides just games. Netflix has been a life saver for nights where there's nothing on TV also HBO Go is my new favorite app only because of the great shows that come on there.

DigitalRaptor2011d ago (Edited 2011d ago )

Are you glad that they charge you to use Netflix though? I wouldn't be - it's more than dodgy. Charging yearly to use third-party web apps and an internet browser is really, really dodgy.

When every web-enabled TV in the near future has these apps to access freely, MS are gonna have a real hard time justifying these things that they do. I just hope people can wake up to that sort of thing.

maniacmayhem2011d ago

It doesn't bother me at all since it doesn't cost me that much. I pay $40 for Live a year and its for the whole service that I like.

"every web-enabled TV in the near future has these apps to access freely,"

Well until we get there I'll be content with what I have.

The Meerkat2011d ago

The problem MS will have is that soon all new TV's will be able to do Facebook, Internet, music and film streaming.

pompombrum2011d ago

This tbh. I can connect my TV to the internet and download apps for stuff like youtube, facebook, netflix, lovefilm etc. Much easier to navigate through the tv too and convenient. I'd say it's only a matter of time also before Sky start offering the same sort of services through their skybox.

2011d ago Replies(1)
mochachino2011d ago

That makes sense, I don't use it as a game machine only either - it a movie and music device too.

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