Microsoft aiming for Nintendo's family market

by Scott Jon Siegel { Nov 19th 2007 at 7:00AM }

Not content with simply attracting the hardcore gamer demographic, Microsoft has been working overtime to build a more family-friendly image for the Xbox 360, in a move that's clearly working to capture the same audience currently hypnotized by the Nintendo Wii.

Develop Magazine profiles Microsoft's new angle, which includes cartoon downloads on Xbox Live Marketplace and marketing campaigns focused around the Xbox 360's newly revamped parental controls. In addition to these strategies, Microsoft also plans on pushing more casual gaming titles to Xbox Live Arcade, as well as relying heavily on developer Rare to help deliver family-friendly content to the console.

Rare's time spent developing for the Nintendo DS has apparently given them new insight into how Nintendo works its magic mojo -- valuable knowledge for Microsoft as it plans its assault (many Bothans likely died for the information).

Tags: microsoft, rare, xbla, xbox-360, xbox360

Reader Comments (Page 1 of 1)

Kye, NDF - Fearless Leader (on leave) @ Nov 19th 2007 7:07AM

What defines a hardcore gamer?
Age?
Amt. of money spent?
Time playing?
Genre of games played?

And why does "family" always have to be kiddie? (Yes im aware that there are children in some families)

Ihar `Philips` Filipau @ Nov 19th 2007 7:18AM

> What defines a hardcore gamer?

Those who do not play games - but beat them.

Ihar `Philips` Filipau @ Nov 19th 2007 7:30AM

> why does "family" always have to be kiddie?

Man, you haven't seen "kiddie" games.

Bunch of my friends became recently fathers. I have seen what their kids 4-6 year old kids are playing, and your understanding of "kiddie" games ... well you do not have the understanding. You have to see it once to really understand.

Many call Mario a "kiddie" game - but I digress. It is pure hardcore game. Do not look at environment game is set in - look at game play.

Real kiddie games are really really dumb - because kids do not have yet logic formed. Kiddie games loaded with pointless graphics and sounds - what actually keeps kids interested. Story and game play do not interest kids.

Clack @ Nov 19th 2007 10:20AM

"Kiddie games loaded with pointless graphics and sounds - what actually keeps kids interested. Story and game play do not interest kids."

PS3 games loaded with pointless graphics and sounds - what actually keeps PS3 demographic interested. Story and game play do not interest PS3 demographic.

Ihar `Philips` Filipau @ Nov 19th 2007 7:22AM

> Microsoft also plans on pushing more casual gaming titles to Xbox Live Arcade

Cheaper simpler games - arcades, puzzles, trivias - would definitely add more value to otherwise plainly hardcore system.

Also, introducing simple controller which would look like simple keyboard would help. Many (most?) people are already familiar with QWERTY - but classical controller definitely looks to me like a barrier.

Dale @ Nov 19th 2007 11:56AM

I would say a full keyboard is *more* of a barrier than the Xbox 360 pad. The Scene It? controllers though... they are as straightforward as it gets.

Cabcru @ Nov 19th 2007 7:33AM

That comment about Rare 'knowing the score' would probably hold more water if most of their hand-held output didn't suck so badly.

Kyattsuai @ Nov 19th 2007 7:53AM

This is in severe contrast with that commercial they put out recently where there's all those kids singing, and everyone's playing Halo 3, Bioshock, and Mass Effect. Might I also point out that depending on Rare for content hasn't been a good strategy for a couple generations.

A Pissed-off English Gamer @ Nov 19th 2007 8:07AM

Rare went so much better with nintendo's "develop a game until it's ready" aproach, it's got to be said. Wouldn't it have been nice if Perfect Dark Zero was given time to properly polish?

Alphanaut @ Nov 19th 2007 8:29AM

Star Wars reference FTW.

Ally @ Nov 19th 2007 8:35AM

ITS A TRAP!!!

:P

JohnMazz @ Nov 19th 2007 8:33AM

I hope many bothans died bringing us this information...

Actually, no.

Well start killing bothans, I'll tell you when to stop

http://www.penny-arcade.com/comic/2004/08/25

Crono (NDF - Knight of the Old School) @ Nov 19th 2007 8:49AM

I love that comic.

James @ Nov 19th 2007 8:35AM

"Hey I'd like some of your pie"

is @ Nov 19th 2007 8:57AM

Yeah, microsoft are clearly going after a chunk of teh casual market. In the UK there have been ads clearly targeting teh same people who would currently lean towards Wii, and theyre even using the strapline "When anyone can play, everyone can play" (or maybe its vice versa, but the sentiment is the same), which would fit the wii perfectly.

Of course, you also get the hardcore ads too (ala Gears of war/mad world, which one a marketing effectiveness award. I thought it was shit, but there you go).

Its nothing new for other companies to take something nintendo are pioneering/making profitable and copy it, whilst at the same time improving on it. Hopefully nintenod will step up their own "hardcore" (i use scare quotes because i would call mario galaxy a hardcore game, but I know many wouldnt as it isnt a mature theme) stratagy to counter microsofts attempt to steal a piece of there pie.

Its win win for consumers, really. This makes a good argument against a single console format.

is @ Nov 19th 2007 8:58AM

woah, my post was FULL of typos. Hope people get the message, even if it was garbled in its delivery.

Vegeta (aka Ska Oreo) @ Nov 19th 2007 9:00AM

Before people start bitching about minigames and stuff like that, this is a smart thing Microsoft is doing. The only way the gaming industry will survive is if games can appeal to everyone, not just a select few of people.

I honestly wouldn't be surprised if the next xbox was a bit more family friendly.

samfish @ Nov 19th 2007 9:27AM

If Microsoft wants to start appealing to families, starting off by not calling it the 'Xbox' would be a damn good start...

Gangsta Smurf @ Nov 19th 2007 9:35AM

I guess I could take that many ways, but I'm not sure what your meaning is by saying that.

Xbox like X-rated or something?

Jason @ Nov 19th 2007 10:11AM

So they should find another name synonymous with piss?

I really don't think the name "XBOX" has anything to do with the demographic.

Clack @ Nov 19th 2007 10:23AM

"Xbox like X-rated or something?"

No likes *random pro wrestler on mountain bike screaming* XTREEEEEEEEEEEEEEEMMMMMEEEEEE!!!!1!!!!11!! *then downs sixpack of mountain dew*

samfish @ Nov 19th 2007 10:26AM

Microsoft chose the name 'Xbox' to very blatantly appeal to the "hardcore" gamer demographic. In marketing, 'X' is cool. X is XTREEEME. X makes you a bad ass.

Mindy Mother with her 5 year old, or even 10 year old, is not going to see something called the 'Xbox360' and think, "This will be good for me and my young children".

Sidepocket @ Nov 19th 2007 10:30AM

@ Jason

Oh come on, you do not see it?

THE EXTREME X-BOX! BLOW THERE FUCKING HEAD OFF...TO THE EXTREME! X-TREME BOX! X-BOX!

ThornedVenom @ Nov 19th 2007 11:05AM

I think that the Xbox of this generation is already too rooted in the hardcore audience. Xbox Live + betrayed Sony fans who've migrated elsewhere = expanded hardcore audience who'd want even more hardcore games and who'd bitch about the apparition of family games being "shovelware".

Changing the name of the Xbox, which took loads of money and years to brand and to be taken seriously, would be suicide.

Gangsta Smurf @ Nov 19th 2007 11:17AM

I never thought of it as that till now. I thought it was just some bogus bullshit name some rep pulled out of their ass.

Microsoft is known for some really horrible product names.

SoulBlade @ Nov 19th 2007 9:46AM

Good luck - but I guess that's what SceneIt is for! Top quality game right there.

Dale @ Nov 19th 2007 11:58AM

A-freaking-greed, unless you were being sarcastic. It's fun. FUN.

n2 @ Nov 19th 2007 10:21AM

What they need to do is price the lowest end 360 to be even with or cheaper than the Wii.

Then they need to have some software cost less. I think Viva Pinata was cheaper. In my opinion it should have been a pack-in with the Core.

Sweet Tooth @ Nov 19th 2007 10:24AM

Microsoft wants to capture the family market? With what? Gears of War, Halo 3, Crackdown, Perfect Dark Zero, Shadowrun, Gears of War 2, Halo Wars, Too Human, the Marvel MMO, Mass Effect? Do they not understand what appealing to families means? Are they just figuring this out now? Do they think a "family timer" is suddenly going to make them more competitive with Nintendo? Viva Pinata and Scene-it won't make it happen for them. They need more than a tacked-on, copy-cat strategy.

Dale @ Nov 19th 2007 12:01PM

I think they're more likely to be trying to capture the market with Scene It? Lights, Camera Action; Viva Piñata and Viva Piñata: Party Animals; and a whole plethora of games based on popular franchises such as Harry Potter, Avatar: The Last Airbender, Shrek, Cars and many more.

http://www.xbox.com/en-US/games/familycentral.htm?WT.svl=nav

Russell @ Nov 19th 2007 10:50AM

you know that little boy is playing halo

Easo @ Nov 19th 2007 11:52AM

"Rare's time spent developing for the Nintendo DS has apparently given them new insight into how Nintendo works its magic mojo -- valuable knowledge for Microsoft as it plans its assault"

You mean then didnt already know?

Step 1 Name it Mario, Zelda, or Pokemon
Step 2 ???
Step 3 PROFIT!!!!!

I should totally work for MS

Paviel @ Nov 19th 2007 12:01PM

Until Nintendo sues their ass off for trademark infringement...

G @ Nov 19th 2007 12:04PM

Ha ha ha ha ha!!!!! More proof that the casual market is were it's at! It's okay Microsoft, I new Nintendo was right all along so you can admit it too!

Corey B @ Nov 19th 2007 12:08PM

is it just me or does that kid look just like a mini-Mark Rein?

ADR @ Nov 19th 2007 12:39PM

Microsoft is just hoping that parents will buy a 360 Arcade when they can't find a Wii since it is shite and claims to be a family system. Also its packed with 5 games including Pac-Man. All the parents remember Pac-Man.

If a kid wants a Wii thats the only thing that will satisfy them. Microsoft is like the Sketchers of the computer realm. They never actually make anything themselves. They just copy everyone else's good ideas and throw an endless supply of marketing dollars behind it.

If they want to hit a family market they should release a $199 cut feature 360 with a different name and a simple 3 button controller with one analog stick. Then all the hardcore gamers can figure out that all they have to do is plug in a 360 controller and it becomes a fully featured system with a hacked dashboard update.