The Making of Xbox 360
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Case Details:
Case Code : OPER061
Case Length : 20 Pages
Period : 2000-07
Organization : Microsoft Corporation
Pub Date : 2007
Teaching Note :Not Available
Countries : US
Industry : Gaming Console
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"The winner in the next-generation console battle is
likely to be the Xbox 360, which is the leader in North America, the world's
biggest market."1
- Yoshiyuki Kinoshita, Research Analyst at Merrill Lynch, in
2006.
"This is not Xbox 2. This is not an incremental thing
within an era, like PlayStation was the beginning of the 3D era, and PlayStation
2 was the second half of the era. This is a new era. This is a big jump -- kinda
like vinyl to CD to iPod." 2
- J Allard, Corporate Vice President, Design & Development,
Entertainment and Devices Division, Microsoft, in 2005.
Introduction
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In September 2006, Peter Jackson3
(Jackson), Director of The Lord of the Rings4
trilogy and King Kong5, announced that he
planned to create two interactive games for Xbox 360, a game console from
Microsoft Corporation (Microsoft). The unique aspect of these new games was
their episodic format. Jackson planned to create a series based on the popular
Halo6 games. On his shift to games from
movies, Jackson remarked, "More and more I'm looking forward to the release of
games and not movies. I am more aware and excited about games. I do not have to
keep delivering stories as movies - there are other things I can do. Technology
is at a point where we can blend a lot of film storytelling with interactive
entertainment."7
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Xbox 360, which was launched in December 2005, attracted serious gamers and
other audience, owing to its simple design and convergence features.
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It was a part of Microsoft's plan to move into the consumer's living room,
and comprised a gaming console with several additional features like media
center, photo archive, music download, Internet access and other services.
According to Bill Gates (Gates), Co-founder and Chairman, Microsoft, "You
can't just sell it as a convergence device. You gotta get in there because
certain members of the family (i.e. teenage boys) think it's a must-have
type thing. But the way to cement it is as a family experience. And the way
that it really makes sense for Microsoft, and we justify this sort of
circuitous route that we went down, is because of how it fits in the living
room."8 |
The Making of Xbox 360
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