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The Jekyll And Hyde Of The Xbox 360
Microsoft splits its own market, but to what success?
Written by Jon Denton, 14 June 2010
Schizophrenic. That's the first word that came to mind after watching Microsoft's bizarre E3 conference. Ignoring the poncho-clad Natal Experience for a minute, the conference proper confused and befuddled before pulling the ultimate sleight of hand; chucking free Xbox 360 Slims at the audience.
Within the space of an hour, the Xbox 360 gained a split identity. Shooter after shooter dominated the early section of the show, with Call Of Duty: Black Ops, Halo Reach and Gears Of War 3 all competing for the prize of biggest bayonet and loudest death cry, and all looked exactly as you'd expect - perfunctory, pretty and powerful.
Fast forward 30 minutes, though, and an onslaught of fast-talking ESPN presenters and dancing Harmonix employees battered the attendees into a hushed stupor, as Wii-wannabe after Wii-wannabe was wheeled out to little or no fanfare. The technology looks sound, although a little laggy, but there was a real sense that Microsoft was preaching to the wrong choir. It may want a slice of the Wii market - money's money - but doing it at this length, this garishly, in front of tired, jaded and jetlagged games journos was not the way to create positive buzz.
There seems no crossover between Kinect software and the high-def Hollywood drama of Gears or COD. Those who want to dance in front of their TV will surely be completely overwhelmed by the violence and complexity of a twin-sticked shooter, just as the sofa-bound gaming community probably don't fancy tightening up their Tai-Chi when there are headshots to be had elsewhere.
360Zine Issue 49
For our latest Kinect coverage, click here to download 360Zine Issue 49 for free.Can Microsoft support a split market on one console? The Wii struggles, for sure, and has seen much of its traditionally 'core' software undergo an image makeover to appeal to those more interested in an occasional game of Wii Sports after a dinner party - just look at Mario Galaxy 2's instructional DVD.
Unlike the Wii, though, Kinect is a peripheral, an extra expense for existing owners to shell out for. If the 40 million 360 owners are being sidestepped in search of this new 'broad' market, then there's every chance Kinect could fall at the first hurdle. If the hardcore don't need it, Microsoft are left asking new adopters to fork out for an extra piece of kit on top of the expense of buying the console... well that smacks of overreaching.
The hope from the critics has always been one of a comfortable and progressive middle ground. The technology in Kinect has the potential to enhance existing gameplay experiences, and forge new ones. The glimpse of Forza Kinect's head-sensing cockpit movement is a great example of how the camera could and indeed should improve the types of games we're already playing; a good reason for the core 'gamer' to take an interest.
Ultimately, though, it's going to take a genuinely brave developer and publisher to make Kinect succeed beyond its EyeToy-Heavy potential. A developer that wants to produce something that makes the world stand up and take notice. The Wii may have broadened the market, but it will always be the tastemakers - the journalists and the influential hardcore - that shape where the money goes in the long term. Remember, the DS and the Wii were gambles that paid off through originality and good press. So far, Kinect is not, and unless my journalistic peers have lost their integrity on the scorching streets of Santa Monica, no amount of free 360s, inflatable dinghies and interactive animals will change that.
It's going to be a tough sell.
Kinect coverage available in 360Zine Issue 49 - click here to download it for free!
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