Microsoft’s reveal of the Xbox One was largely focused on the entertainment features of their new console. They dug themselves a big hole, and jumped right in it. Attempting to turn the message around at E3, the company started focusing on games, where they’ve been hammering home the message of the Xbox One as a gaming machine first and foremost.
You’re not going to get everything right first time
Harvey Eagle, a marketer at Microsoft says that the company is dedicated to delivering this message, and will continue to do so.
“The original thinking behind what we did at the time was to make some announcements about the entertainment features that we were building into the box that we felt were unique and special, and then very quickly afterwards move on to gaming,” he told The Guardian. “We’ve been consistently talking about games since E3 2013, that’s what we’ll carry on doing, reminding people that this is a games consoles for gamers, that just happens to have some incredible entertainment features built-in as well.”
“We’re trying out a number of different business models to understand which are best for us and best for gamers,” said Eagle. “You’re not going to get everything right first time — we’re still at the stage of experimenting and trying new things; everything we learn from our community we put into what we do going forward.”
One of Microsoft’s biggest talking points of the last year has been Titanfall, an Xbox/PC exclusive which is due to arrive in early March.