As the world awaits news of the next Xbox, Microsoft is eager to remind everyone that its current console is doing better than ever. Christopher Dring speaks to global marketing director Steve Beinner and Euro chief Chris Lewis to discover why they believe Xbox 360 can continue to grow in its seventh year
MICROSOFT’S Spring Showcase in San Francisco last month focused on Xbox 360, but MCV couldn’t help but ask the question we all wanted an answer to. Isn’t it about time we saw a new Xbox console?
“There are a lot of ways to extend the life of the console and I think there is a tremendous amount of life left in Xbox 360,” responds global marketing VP Steve Beinner. “We don’t have anything to announce or show today other than the great content coming.” In other words: No. Because we haven’t finished with Xbox 360 yet.
BEATING THE MARKET Perhaps the question ought to be: Do we even need a new Xbox? Sure, it’s the oldest home console currently on the market, but more Xbox 360 games were sold last year than ever before. This isn’t a machine that’s in need of replacing. “We are in uncharted territory at this point in a lifecycle,” boasts Beinner. “We have some of the best IP in the industry on the platform, and last year we just kept delivering that and giving people what they want.” Now Microsoft believes Xbox 360 can do it again and post its biggest year so far in 2012. And that’s certainly an ambitious aim. Growing during 2011 was impressive. But seven years into a lifecycle and with the market in the state it is in? Surely Xbox can’t expect to grow again? “We actually really do,” answers Xbox VP of Europe Chris Lewis. “That’s not to sound complacent about how tough it is going to be. Of course, that will require us to double down in all of our areas of strength, and continue to bring great experiences to market. There’s a lot that has got to come together, and we think it will, we have a very smart plan for this year. We are as agile as we have ever been.
20 March 16th 2012
New-look consoles such as the white 360 (right) and an ‘enviable’ line-up, will help Xbox post its best ever year, says Chris Lewis (below) and Steve Beinner (above)
There is a tremendous amount of life left in Xbox 360.
“ Steve Beinner, Xbox 360
“We’ve an enviable line-up. If I look at this coming Christmas, I think we have a stronger portfolio than ever.” Ah yes, that line-up. Xbox is bringing back three of its biggest brands this year. Two Fable games, a new Forza, and of course, Halo 4. (Check out page 22 for more).
HALO AGAIN Halo has missed its lead protagonist Master Chief. 2007’s Halo 3–the last time he appeared in an original
adventure – remains the series' most successful title. The games released since (including two spin- offs, a prequel and a remake) haven’t quite matched that title's success. But now the hero is back in the lead role, with a new studio in charge. And Microsoft believes its flagship franchise can go toe-to-toe with the likes of Call of Dutyonce again. “Bringing Master Chief back is huge,” says Beinner.