In the coming weeks, Microsoft plans to introduce a marketing campaign to expand the appeal of the new game console Xbox 360 beyond the young men who are its biggest fans.

Microsoft hopes to win a bigger share of the market from PlayStation 2, the top-selling console, made by Sony, by promoting a more family-friendly image for the new Xbox, which is scheduled to arrive in stores on Nov. 22.

In 2001, when Microsoft introduced the first Xbox, it focused heavily on hard-core gamers, typically males aged 17 to 24, who wanted a high-end machine with more sophisticated graphics and more complex game functions than other consoles. The PlayStation and the Nintendo GameCube, meanwhile, put more emphasis on reaching the mainstream market, analysts said.

This time, Microsoft is planning a wider attack. Brochures being sent to major retailers like Best Buy prominently describe the 360’s ability to double as a DVD player, play music from an MP3 player through a television’s speakers and even display digital photos on a TV.

When was the last time mom bought something for the home — based on a brochure she picked up at BEST BUY.

Analysts, however, are skeptical that the repositioning will work. They say it will be difficult to alter the Xbox’s high-end image. And they point out that nongame features have not sold consoles in the past. The Xbox, like the PlayStation2, can work as a DVD player, but most users do not use game consoles as substitutes for a stand-alone DVD player, analysts say.

“It’s a tough sell” to market the 360 to a mainstream audience, said Jeff Gerstmann, senior editor with GameSpot, an online gaming review site. “It’s icing on the cake – being able to view photos on an Xbox. But first and foremost, this thing will always be viewed as a game machine.”



  1. Ima Fish says:

    I agree, it won’t work. Moms are simply WAY to busy to be concered about gaming consoles. Unless consoles did the ironing or the dishes, no mom is going to want it for herself.

  2. Andrew says:

    Yeah I can see it now…. my mom in best buy, with the lackey behind the counter trying to sell her the extended warranty plan. No offence against anyone who works at best buy, but seriously I don’t want a warranty on my 5 dollar mouse. I just don’t see how Microsoft is going to pull it off. My mom hates the computer at her house now. I although we when I was younger we used to have nba slam tourneys in the house and she was pretty good.

  3. GameEngineer says:

    Just knife the baby Microsoft.

    Stop wasting the console world’s time. Let us focus on the two viable consoles this gen, the PS3 and Revolution.

  4. John Schumann says:

    Women can be surprising creatures. Intel conducted a mindprobe of the fairer sex, just last year. The results may amuse you:

    http://www.intel.com/pressroom/archive/releases/20041208corp.htm

  5. ~ says:

    What was that advertising campaign they had with the wild animal punching through the green x? Um, not really something I could imagine a mom caring about or identifying with. And if you wanted mom to like the x-box you should show her what she can do with it that she can’t now do with her iPod or standalone DVD player that she already owns. Games for mom? Unlikely, but more likely to try to sell the thing than DVDs and pictures.

  6. Michael Reed says:

    Yeah, ’cause Moms want to blow 300 bucks on a not that impressive gaming system, then another 39.99 just to control the DVD playing capabilities.

    At least Microsoft has a promotional department on par with their bug fixing team.

  7. MissM says:

    As a long time geek, who’s a Mom, I’d like to say I do
    Of course the HD resolution, and the fact that the kids would have a more powerful computer than Mom in the xbox, is the reason my kids may wait, unless I tell their technically clue grandmother to get it for them for Christmas 😉

  8. Michael Reed says:

    GameEngineer said, ” Let us focus on the two viable consoles this gen, the PS3 and Revolution.”

    What’s a revolution?


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