Microsoft Aims to Broaden Xbox Appeal

After locking in young male gamers, mainstream consumer is next target
By Sam Biddle,  Newser Staff
Posted Jul 15, 2008 10:18 AM CDT
Singer Duffy performs at a news conference, hosted by Microsoft for Xbox 360, to kick off the E3 Media and Business Summit Monday, July 14, 2008, in Los Angeles.    (AP Photo/Ric Francis)
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(Newser) – Microsoft hopes to discard the image of its Xbox 360 as a distinctly young, overwhelmingly male form of entertainment and push more casual experiences toward a wider, mainstream audience, the New York Times reports. Microsoft debuted more accessible entertainment fare at the annual E3 convention yesterday, including features to share photos and stream Netflix movies, as well as family-friendly games.

“We have to appeal to the mainstream more than ever now,” explains Microsoft’s director for Xbox product management. "And what really is appealing to that mainstream consumer is that social experience, in the living room or online.” But Microsoft also ensured its continued appeal to more traditional hardcore gamers, with announcements spanning several popular, sufficiently violent game franchises.