Microsoft UK: “Xbox is moving to a broader audience in terms of its market appeal”

Saturday, 26th March 2011 21:08 GMT By Stephany Nunneley

Microsoft UK’s GM for sales and marketing, Neil Thompson, has said Microsoft will “really deliver” on Kinect this year.

Speaking with MCV, Thompson said this is due to Xbox 360 becoming more popular with a broader audience, something Microsoft is has started catering to and will see developers creating Kinect projects in droves.

“We’re constantly looking at what we’re doing as a platform,” he said. “I think people are excited about Kinect, that’s what we’re focusing on and that’s what you’re going to see us really deliver on as we go through this calendar year, both in terms of what we’re doing with that platform and the different types of gaming experiences that we’re bringing to market.

“With Kinect Sports winning [the BAFTA for] Best Family Game, you could argue Xbox is moving to a broader audience in terms of its market appeal. And as the install base grows, more publishers will seek success because the range of consumers we’re attracting to the platform is becoming more diverse every day.

“I think people will see that success and love it.”

Thanks, CVG.



  1. Suikoden Fan

    sounds like MS may want to slowly fade away from the hardcore

    #1 4 years ago
  2. SunKing


    They’re already doing it.

    #2 4 years ago
  3. Suikoden Fan

    @2 guess you can say they are doing a nintendo

    #3 4 years ago
  4. pukem0n

    what are they doing for kinect???

    are there any first party games for kinect? ^^
    dont tell me games from rare, that cant take all of MS time…

    #4 4 years ago
  5. Ge0force

    @3 I don’t think so… Nintendo spends lotsa money on great 1st party games, while Microsoft pays 3rd party publishers to delay multiplatform games and DLC on pc and ps3.

    #5 4 years ago
  6. Lounds

    This post title >>>>>. NO SHIT

    #6 4 years ago
  7. James Mac


    Microsoft has spent the past few years offloading and closing 1st party studios. Aside from Rare they’ve only got (I think) Turn 10, Lionhead and 343 Industries.
    What that means is everything else has to be 3rd party… and they’re not going to get involved without a decent market share. Given the 10 million they’ve sold, I’d say we’ll see some 3rd party announcements at e3.

    #7 4 years ago
  8. Quiiick

    There’s more money to be made in the “casual” market.
    Any company switches to this market if they get the opportunity.

    And I say opportunity because Microsoft has definitely not anticipated the enormous success of Kinect.

    #8 4 years ago

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