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Edge Interview: Neil Thompson

During the tumult of E3 we spoke with northern Europe's head of Xbox, Neil Thompson, about the challenge that lies ahead to get the word out about Kinect and push Xbox as a broadly appealing entertainment device.

Edge: You’re adding new functionalities and trying to broaden Xbox's audience all the time – how are you going to go about communicating the huge variety of what Xbox is these days?

Neil Thompson: We have to be clever in the way we communicate with the different types of customers that are enjoying the platform at the moment and we have to ensure that – be it through the media or marketing work or through work with our retail partners – that we’re being sophisticated about explaining what the whole value of the proposition that we’re offering is.

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