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The fact is Kinect marks a new era for the Xbox 360, whether it plays out the way Microsoft hopes or not. The device has been positioned and
priced to not only reinvigorate the core market and provide new experiences for established 360 loyalists, it also marks the company’s biggest push towards the mainstream audience to date. The groundwork has already been laid with the likes of Lips, Avatar games and You’re In The Movies, but it is up to Kinect to draw in the families, parents and young children Microsoft needs if it is ever going to capture the attentions of more than just 16 to 34-year-old males.
RETAIL’S ROLE Lewis is well aware of the stakes, but his confidence remains unaffected. With the carefully targeted price point and the strong response so far, he believes Kinect will be instrumental in helping the Xbox
360 truly shine. “We see this as the year of expansion
beyond the core gamer – an audience we are synonymous with,” he said. “In this stage in the lifecycle, Kinect
represents the way in which we are reaching out and connecting with younger, older, female and more family- orientated audiences. “That’s not to say we are forgetting
the core. From our point of view, we remain committed to that audience in terms of bringing full-blown, blockbuster games to that space: Halo, Gears of War, Fable, and so on.” With price fears potentially quashed,
one obstacle remains: educating the mass market. Like so many gaming products, Kinect
is not something so easily explained. If Microsoft wants to truly spread the device’s message, it needs to demonstrate the tech’s potential first-hand. Fortunately, the platform is already
working with retail, forging partnerships that will ensure that Kinect is effectively showcased in the run-up to Christmas – primarily with the UK Kinect tour announced last week. “We have to and will continue to
wider audience
the platform holder is targeting, Kinect will be available with Kinect Adventures and a 4GB model of the Xbox 360 S. This new SKU is the spiritual successor
to the Xbox 360 Arcade – a prime example of how Microsoft has tailored its hardware for a broader demographic. Lewis said: “The 4GB bundle gives
families an immediate opportunity to jump straight in to the experience with everything they need, and we are really happy with the value it represents. “We always want to offer consumers
choice – which I think we’ve demonstrated over the years.”
offer trial opportunities,” said Lewis. “What you probably saw from us at E3 was a huge opportunity for people to ‘jump in’ and try Kinect. “You will see a lot of trial opportunities with both our retail partners and indeed in our own way between now and when we come to market, as well as throughout the Christmas season. “Seeing and experience is believing.
And we know that when consumers get in front of Kinect and it comes to life before them, it's hugely compelling.” Will Microsoft’s gambit pay off? It is
too early to tell. Since the mainstream are unlikely to be fully aware of Kinect, retail reports of a high early uptake suggest the device is already a hot property among the core consumers – even with its controversial price tag. Now, all eyes turn to Microsoft and the High Street. With three months to go, the clock is ticking.
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