Hardcore Hooked, Microsoft Looks to Mom

Peter Moore says the Xbox 360 needs to expand its demographic and soon.

With more than 10 million units sold by March, the Xbox 360 is an early success by almost any measure. Microsoft wants more. Much more.

Hardcore gamers have been getting the lion's share of the attention on the console but the time is coming for Microsoft to start reaching out to more than just that particular group, says company vice president Peter Moore.

"If we don't make that move, make it early and expand our demographic, we will wind up in the same place as with Xbox 1, a solid business with 25 million people,'' Moore told Bloomberg this week. "What I need is a solid business with 90 million people."

Getting the Xbox 360 into more hands relies on making more kinds of games. In a recent interview, Microsoft's Shane Kim tapped British developer Rare as one of the keys in that approach - despite the relatively poor performance of its first kid-friendly game, Viva Pinata.

Price is important too. One analyst told Bloomberg that Microsoft could cut the price of the Xbox 360 this year.

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A company spokesman told Bloomberg: "We are well aware that the sweet spot of the market is really 199 bucks [£100]." Despite the talk, the company has no immediate plans to lower the price on the 18-month-old console.

Such an announcement may not be far off. In July, Microsoft will be taking part in the new-format Electronic Entertainment Expo in Los Angeles. Events such as these are usually the place for big announcements. A price cut would certainly foot the bill.

Alex Wollenschlaeger
Editor, Kikizo