QUOTE | "Obviously trash talking becomes a part of playing Xbox Live games." - DarkMaster, Microsoft's original guide for the Xbox Live online service, setting the tone for new users in one of multiple cringe-worthy introductory videos highlighting the wide variety of personal interactions one can expect to have online, from malicious verbal abuse all the way to playful verbal abuse.īy the time the Xbox 360 rolled around, Microsoft realized that some people wouldn't want to join a giant undistinguished pool of online players if a bunch of them insisted on peeing in that pool, so it introduced "Gamer Zones," allowing players to set their gaming style as Recreation, Pro, Family, or the nebulous Underground. The original Xbox online community wasn't exactly focused on approachability, either.
#Guitar hero live xbox one tv
Then words come up that say: Life is Short Play More.' At that moment I knew that that was the one, because of its brilliant simplicity." - Eagle, recalling the pitch for an Xbox launch ad that was broadcast on TV but banned over viewer complaints, much to his apparent delight. QUOTE | "They basically described to me that: 'There's a baby who catapults through the hospital window at birth, it ages from cradle to grave as it flies through the air, and then it crashes into the grave as an old man. And I think that particular idea really encapsulated everything that we were trying to represent as a new brand in the video games industry." - Harvey Eagle, who had been Xbox's European advertising manager for the system's 2001 launch, laid out Microsoft's Xbox marketing strategy to us in a 2016 interview about one particularly memorable ad. QUOTE | "When you're new, you have to be clear about what you stand for as a brand. QUOTE | "Our energetic brand personality mirrors the edgy Xbox brand, which is already resonating with our customers." - Taco Bell exec Debbie Myers in April of 2001, making it clear that even seven months before the first Xbox console hit shelves, the brand identity was "edgy." First, let's go back and establish what Xbox's original brand strategy actually was: an attempt to appeal specifically to the stereotypical capital-G "Gamer" identity. Rebekah's absolutely right, and if we go back and look at the evolution of the Xbox brand, we can see it shifting that messaging clearly. It is *wild* how they've managed to 180 their messaging so thoroughly to become the 'gaming's for everyone' folks." - IGN (and formerly ) reporter Rebekah Valentine pointing out on Twitter this week that Microsoft has undergone a significant rebranding over the years. QUOTE | "Been thinking lately about how when I was growing up, I perceived Xbox as this really edgy, masculine, aggressively GAMER brand. So instead, let's talk about something that's been going on for a while, and hang the entire thing off an observation someone happened to make about that thing this week.
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It turns out the post-E3 news lull happens even when you technically don't have an E3. I know this column is supposed to be about what's happening this week in the industry, but to be honest, it's been a pretty slow news week for games.