Microsoft broadens appeal of Xbox 360
Microsoft is to emulate rival Nintendo's strategy by targeting a wider demographic for its Xbox 360 console.
Nintendo, which says its target is gamers from the age of 'five to 95',
has enjoyed success with the launches of its next-generation console Wii
and 'touch generation' handheld console the Nintendo DS.
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Its strategy has left Microsoft and Sony to fight over gaming's
traditional core market of 16- to 24-year-old men. However, Microsoft is
now looking to widen its appeal by developing similar technology to the
Nintendo Wii's innovative motion-sensitive 'wand' controller for its
Xbox 360 console.
The company has already gone some way toward targeting a wider section
of gamers. Last year it launched Viva Pinata for the Xbox 360. The game,
aimed at the youth market, sees players tend to a virtual garden and
animals.
Last week Nintendo strengthened its position in the casual gaming space
with the latest edition of its DS Brain Training series, which has sold
more than 10m units in the UK.
More Brain Training is being supported across Europe by a TV ad campaign
starring actress Nicole Kidman (Marketing, 27 June).
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