The New York Post has reported that Microsoft will be budgeting to spend around half a billion dollars on its marketing campaign to launch its new Kinect movement system.
The $500 million will be spent on a campaign that includes TV spots, online ads, print ads, cereal boxes, and anything you can think of with advertising space this holiday season.
That figure is the same amount Microsoft used to launch the original Xbox console back when Microsoft wasn’t even in the console market.
Comparing Marketing Strategies
Kinect, which launches on November 4, is Microsoft’s answer to the Nintendo Wii’s motion controllers and at launch will have 17 Kinect games, from Harry Potter to sports fitness titles. This aggressive marketing strategy is not just about matching the success of the original Xbox launch but also about establishing Kinect as a household name in the gaming industry. The extensive budget allocation signifies Microsoft’s commitment to making Kinect a significant player in the motion-controlled gaming market.
The marketing campaign will be multifaceted, targeting various demographics through different media channels. For instance, TV spots will likely feature high-energy commercials showcasing the interactive and immersive experience Kinect offers. Online ads will target tech-savvy consumers who are already engaged in the gaming community. Print ads in magazines and newspapers will reach a broader audience, including parents and casual gamers. Even cereal boxes will be used to capture the attention of younger audiences, making the campaign truly comprehensive.
Impact on the Gaming Industry
The launch of Kinect is expected to have a significant impact on the gaming industry. By offering a controller-free gaming experience, Kinect aims to attract not just hardcore gamers but also casual players and families. This inclusive approach could potentially expand the gaming market, making it more accessible to people of all ages and interests.
Moreover, the initial lineup of 17 games is designed to appeal to a wide range of tastes. From the magical world of Harry Potter to intense sports fitness titles, there is something for everyone. This diverse game selection is crucial for attracting a broad audience and ensuring that Kinect has a strong start in the market.
In addition to the games, Microsoft is likely to leverage its existing ecosystem, including Xbox Live, to enhance the Kinect experience. Features such as online multiplayer, downloadable content, and social integration will add value to the Kinect system, making it more appealing to consumers.
The $500 million marketing budget also reflects the competitive nature of the gaming industry. With rivals like Sony and Nintendo already having established motion-controlled gaming systems, Microsoft needs to make a big splash to capture market share. The extensive marketing campaign is designed to create buzz and excitement around Kinect, encouraging consumers to choose it over competing products.
In conclusion, Microsoft’s $500 million marketing campaign for Kinect is a bold move aimed at establishing the system as a major player in the gaming industry. By targeting various demographics through a multifaceted approach, Microsoft hopes to attract a broad audience and make Kinect a household name. The success of this campaign could potentially reshape the gaming market, making motion-controlled gaming more mainstream and accessible to all.
Via Game Informer
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