With the Xbox One in full production now, the hardware is set so the focus can turn to promotion in the run up to launch. This is Microsoft’s opportunity to get us excited about the games launching alongside the console and the ones that will follow in 2014. However, Microsoft’s focus isn’t really on games if this TV advert is anything to go by.
By all accounts this is the first TV advert released for the Xbox One, and the surprising thing is, there’s absolutely no games in it.
We get to see the TV-enhancing functions of the console for watching NFL, Skype also gets used, and there isn’t a controller in sight as Kinect is used for voice control input. That’s all great, but it seems strange to lead off your advertising campaign with a non-games commercial.
We’ve already discussed how with the Xbox One Microsoft wants to own HDMI1, but for the launch of a games console the earlier adopters will be gamers. Therefore the focus should ultimately be on gamers, right? If this is a sign of things to come then Microsoft will be marketing as much to the TV viewer as they will be to gamers.
As a gamer, it doesn’t matter what console it is, those added features are a secondary concern. If you want me to buy your console on launch day I need to be seeing the games and getting excited about them. What games do I want to play enough to spend $500 buying your hardware? Watching NFL and talking to friends on Skype isn’t going to get me to do that, plus, I can already do that without the console.
There’s still around 11 weeks until the Xbox One arrives, and I’m sure the marketing campaign will ramp up progressively asNovember 22 draws closer. But I really hope Microsoft is putting more emphasis on selling the games and convincing us whyKinect is essential (for gaming).
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