[Microsoft's pre-E3 presentation at the Galen Center in Los Angeles detailed the company's gaming and entertainment plans for the rest of the year and beyond -- onsite, Gamasutra's Christian Nutt analyzes the company's showing, from SmartGlass to South Park.]
At the Microsoft presentation at this year's E3, the company showed its hand in its plans to integrate Windows 8 and the Xbox platform -- perhaps even giving glimpses into its future plans, even with its next-generation Xbox platform completely absent.
The conference started out as more of what we've come to expect from the company -- late in its lifespan the Xbox 360 is firmly established as the home of franchises like Halo, and Gears of War, which all made strong showings vociferously approved by the hardcore audience in attendance at USC's Galen Center.
Third party games like the new Tomb Raider, Resident Evil 6 and Splinter Cell: Blacklist made strong -- even bombastic -- showings. It's the end of a generation, and all of the sequels are in full force. Business as usual, right?
No. These core games felt almost like islands -- isolated from the real underlying strategy of the company moving forward.
Execs Yusuf Mehdi and Marc Whitten spent significant time on the expanded non-game functionality of the console. Mehdi showed music, movies, and especially sports content -- announcing new partnerships with the NBA and NHL, and some TV channels, as well as the Xbox Music service (which is cross-device with smartphones, tablets, and PC.)
Whitten, more tellingly, introduced the concept of Xbox SmartGlass, which will allow tablets and phones to work with the Xbox 360. He showed Internet Explorer -- "the web transformed for TV" -- and movie playback cross-devices.
While there was a "Halo 4 Concept" for SmartGlass and a Madden-themed demo, too, that wasn't the core of his presentation, or the experience it promised. The company also plans to bring "Xbox entertainment to the Windows 8 Tablets and PCs", per Whitten, further integrating its console business with the company at large for its next PC OS generation.
The highly significant question is whether this is a corporate strategy behind handed down from on high, or actually a useful, thoughtful implementation of ideas that matter as tablets and smartphones become more integral to life.
(This question was effortlessly deflated by South Park co-creator Trey Parker, who satirized it when demoing South Park: The Stick of Truth, promising no smartphone, oven, or refrigerator integration. "Our game doesn't do any of that," he snickered.)
"A time when you start every day with the Nike Trainer and finish it with a blockbuster movie," promised the company's Don Mattrick. "An era when every TV becomes a next generation smart TV."
He then went on to introduce a new demo of Call of Duty: Black Ops 2, but the point sunk in: in Microsoft's view, the one-time simple game console is continuing its inexorable transition to an integrated entertainment hub, and all of the explosions in the world can't distract from that.
Now, where MS might find a win is its decision to work with not just Windows products but also iOS devices, at least for some of this functionality. This might be a handy end-run around Nintendo's Wii U tablet and Sony's promised Vita integration with PlayStation 3, which still hasn't taken off at all.
It's clear that some of these ideas are early and their implementation will not really be felt till next year's show (see "concept" tags all over the Xbox SmartGlass presentations.)
But this is where the company sees itself headed, and the tonal disconnect between the traditional game content like South Park, which Parker clearly felt keenly, and its strategizing is real and significant.
This conference was at best bad, at worst so awkward it's funny.
The new Splinter Cell really felt like they added a Call of Duty skin to Assassin's Creed.
That was the worst, dullest e3 conference I have ever seen. Didn't think anyone could be more boring than Sony. As a core gamer - and a 360 owner already - Microsoft has exactly nothing for me.
I find Microsoft to be the most schizophrenic of all the big three. In one sense they have managed to hit two different audiences: the Call of Duty crowd and the Wii crowd. But I don't think they've figured out how to make a broader gaming brand in general.
E3 seems to be showing its age. When a new ipad comes out every year and being so far into the internet having this annual conference seems sort of dated. MSFT shouldn't have even showed up
Smart Glass looks like it can be very appealing to consumers who own mobile smart devices, at least when compared to a PS3 where players would have to buy a Vita for that functionality. It might also be more appealing than the Wii U because while the Wii U Gamepad will likely remain the same for many years, tablets and smartphones will undoubtedly evolve quickly and Microsoft will be able to evolve the application over time to incorporate extra features.
It's weird that not too long ago there were rumors about Apple making a console that you would be able to control with an iPhone or iPad, but now I see that only problem with that rumor was that the company doing it was actually Microsoft.
Wii U controller is a different beast. But the fact it is included with every console gives it way probability of being used and being useful.
The glass thing ...awkward is what comes to mind.
I just didn't see the benefits of the examples. Surfing on the tv? The jury is still out on whether anyone wants to do that. I rather like surfing on a tablet with the tv tuned to a show.
I would think surfing with the controller with the chatpad attachment would be pretty doable. Why do I have to pick up another device? I assume I have to turn the 360 on with my controller. Then ...find my iPad?
Madden with a Windows tablet. Never mind that those aren't out. And you'd only use it if another friend also had a Windows tablet. But who want to switch between tablet and gamepad? Or were they letting you control your guy with the touchscreen. That wouldn't be good either though for the Madden diehards.
MS is schizo. They just don't have anyone in charge that has any sense of whether any of what they do is remotely useful. They just have to throw crap up and see what sticks.
"It might also be more appealing than the Wii U because while the Wii U Gamepad will likely remain the same for many years, tablets and smartphones will undoubtedly evolve quickly and Microsoft will be able to evolve the application over time to incorporate extra features."
But the Xbox360 as the main device will stay the same for years. So far they seem to have shown nothing, that couldn't be done with a tablet PC of the first generation, it seems, the limiting factor is the console, not the theoretical capabilities of the mobile device.
To me, SmartGlass looks like Sony's Sixaxis controller on the E3 2006, Sony then tried to convince people, that they also have something like motion controls already and here it looks like MS tries to convince people they already have something like the Wii-U Gamepad.
I am not sure, if the Gamepad will take off, but I am pretty sure, nobody will talk about SmartGlass 12 months from now.
@Bob
Smart Glass is compatible with iOS and Android, so I don't believe you'll need a Windows device to do what was demonstrated. The Madden demo seemed to imply that you could play the game with your tablet, but it wouldn't be the first time that what was shown in a concept video and what ends up shipping turn out to be very different products
@Christian
I think there's too much potential with Smart Glass for Microsoft to drop the ball, at least that's what I'm hoping. People seemed to lose interest in Kinect not long after it launched due to the lack of great games, but MS has pushed for more Kinect integration each year to make it a more compelling feature for 360 owners. If they do the same with Smart Glass, then it can turn into something more than what was shown today.
@ Re: Bob The support of their rival platforms is actually a good example of their schizophrenia mentioned above. They build a platform but they have to appeal to others. They have to prioritize their devices to appease their own hardware partners (and justify building their own systems) but force themselves to add value to the companies that are killing them.
@ Re: Christian. There was too much potential with Xbox Live mobile integration to drop the ball last time too (circa 2008) but they did. In fact there was too much at stake to drop the ball with windows mobile, but despite the decade long headstart they let BOTH of their fiercest global competitors waltz in under their noses. iOS? 2007. Android? 2008. Windows phone 7? 2010. Trust history. If anyone has a track record for 'dropping the ball' on massive systems integration, it's Microsoft. Maybe they've learnt their lessons, but they've a track record for failing that too.
"players would have to buy a Vita for that functionality."
The relevant question is whether any players want or need that sort of functionality in the first place. Although I admit that, for example, using an iPad or iPhone as inventory or map screens in a console game would be interesting. Still, it sounds like the whole concept could be a solution in search of a problem.
I think SmartGlass will be neat for everything BUT games.
Someone using an old shitty Android phone will feel appreciated when they can get extra content during a tv show, or be allowed to use it to surf IE on their TV.
But game experiences have an element of competition. You want one optimal input for a game experience. The shitty android phone user will know that the game tie-in works and looks better on the newest iPad. (or the developer will have to limit their tie-in to the lowest common denominator, which will make the iPad owners feel cheated).
* Microsoft continues to act as if there is no alternative to their offerings. but the reality is I watch movies on PS3. I watch TV on my PC. I surf IMDB and wikipedia on my iPad. and I'll play tablet tie-in games on a WiiU.
Maybe I have a bad feeling from visiting a MS store for the first time during the weekend. I couldn't help laughing at how they set up a store across from the Apple store and essentially copied the Apple store.
No shame. Way too weird.
My takeaway from the sports on the Xbox was ...it is a work in progress. I still need cable tv. The video isn't up to cable quality. I can get NBA and NHL on my ATV or Roku. And those devices are way more suited to streaming video from a size and power efficiency standpoint.
I guess it is nice for the teenager who has an xbox in the bedroom. And that is a big part of their market.
Man. Microsoft is one eclectic company. There is nothing here that really screams fresh and exciting. I am sure they were hoping that phone/tablet integration would be AWESOME, but as it is, it seems like a counter to the Wii U. It might work out a bit better than the Kinect, but it doesn't really seem all that impressive. What would have been nice if for them to have talked about how gaming would have been improved by that integration.
I guess the same could be said of the Wii U's tablet controller. But I think the important factor between the two is that ALL Wii U owners will have a tablet, but not all 360 owners will.
None of the games really impressed me. Seems to be more of the same. What can you expect though when the console really hasn't changed much.
Then there is IE. Ooh boy, just love that IE. I thought the 360 already had a browser integrated in it.
I personally wouldn't buy a 360 or 720 for this crap. What makes me buy a game console is well, the games. Pure and simple. Give me the games, and I will buy your device, don't, and I'll be playing games on my PC and ignoring your crap.
How long have you been playing games? We are in an era of absolute gluttony when it comes to good games. I don't think a normal person actually has the time to play every quality game. I certainly don't, and it was tough to cull some of them from my purchase list. There used to be a giant multi month dead zone where nothing comes out. This really doesn't exist anymore.
Sure there are plenty of good games, but if you're not into manshooters what was the last AAA title that you could only get on a 360? That's Microsoft's problem (or my problem with the 360, at any rate).
I agree, I don't care much about the hardware (unless it's in a form of a new console). I would much prefer to see a really great new exclusive title then see some new hardware that has nothing to do with gaming.
The whole idea of integration doesn't sound like there is a 720 on the horizon, but more like the 360 will be around for some more time.
I doubt that 2013 will see any new console launches.
A new console needs time to get developed, time and money.
If Microsoft would plan to release a console in late 2013, this console would be as far developed, as the Wii-U was 12 months ago. If they plan to see, how the Wii-U does, it would mean their potential 360 successor couldn't launch before 2014.
@Christian: I agree it would be a rush job depending on how long they waited. But, if the WiiU looked like a run away hit this XMas, I wouldn't be surprised to see a console release by XMas of 2013.
Again, a lot of "if's", but both Sony and Microsoft have already been laying the groundwork for the next generation so they wouldn't be starting from zero.
yea, i won't be so harsh as to call their presser 'bad' but overall it definitely wasn't what i'd call 'good'. very forgettable (usher's performance & South Park notwithstanding).
halo 4 did not impress at all. for a second there, i actually thought i was looking at the opening level of Halo 3. i actually rolled my eyes, saying to myself "the covenant...again? are you kidding me?" and don't even get me started on that Gears prequel, as we learned nothing beyond that paper-thin commercial.
and where were the games? Assassin's Creed? Bioshock Infinite? Skyrim DLC 'Dawnguard'? Borderlands 2? Left 4 Dead 3? GTAV? not that i was expecting earth-shattering announcements of course but, damn, give us something to talk about. instead we got more kinect bullshit & glassware (or whatever it's called) nonsense that Matt Stone & Trey Parker rightfully mocked.
the biggest embarrassment, though, was how they saved their final announcement for yet another CoD game in Black Ops 2. no surprise announcement for an exclusive new franchise or sequel. not even a bit of new info on an exclusive game we're already aware of. nope, they wasted it on a multi-platform game that's become the FPS-equivalent of Madden. nice job, MS!
This actually highlights something I just don't get about MS conferences the past couple years. Actually all the manufacturers have similar problems.
There are good games that have E3 builds and are going to be shown off for the rest of the week, but in recent years some of the best stuff isn't shown at the Manufacturer conferences. Like you mentioned there are a lot of games coming that are already announced, but they focused the conference on features rather than games. I will say I'm excited for some features/media partnerships, but those should be a footnote on the show rather than the substance.
Recently I've definitely found myself being more excited for the EA/Ubisoft/Activision/etc conferences than I have for the manufacturers.
I wonder if the NBA and NHL games will be available worldwide, of if its just the USA. I dont have cable and I dont want it, but I'ld like to watch some games.
Anyone have any idea on what metric Microsoft based their best selling console comment on? I can't find any numbers that indicate they are the top selling console.
Typical PR number magic, I guess they based it on the same metric they used a few days ago to claim the 360 had a 47% market share in the current console generation
This was later revealed as being the share of XBox360s sold in 2012 in the US.
E3 is Microsoft's annual egg laying fest. Really now, has Microsoft ever given a really good E3 presentation?? It seems like every year, it more of the same old boring content.
Sony's presentation should be pretty good. They always seem to deliver a good get outta your chair E3 presentation every year.
I choose to remain hopeful that Microsoft will come to see it is smart to invest in providing greater diversity in games - if they desire to continue to grow by attracting non-traditional gamers to their future product line.
Today's sequel after sequel news suggests we are at the low ebb of a major cycle. Let's hope the next gen console rumored in development will inspire Microsoft into a company that thinks big and goes long on finding and building more diverse games that can evolve into future long-tail franchises.
Everyone panned their conference last year when they debuted the Kinect with a platform filled with balloons, giggling tweens, and poor dancers. "It will never sell a half million units!" Uh huh.
Microsoft has been successful with their "throw everything at the wall" approach this generation. Their presentations might be lackluster, but I'd prefer they keep delivering value where it counts.
I don't dislike the features and cool bells and whistles they want to bring to the Xbox, but stay focused on the games. Unless you are going to start selling the full console at $99 without some subscription service you aren't going to sell consoles based on some fad of the week. If you want to keep selling consoles at the price you charge, you are only going to do it through games. As much as you want the Xbox to be an "entertainment device", most people, hell I would say 99% of people, still consider it a gaming console, and that isn't going to change anytime soon with the 360. Maybe you can change that with the new Xbox, but that ship has sailed with this one at its current price point.
The problem with integration devices is not producing them, but selling them effectively. The Xbox 360 has a built in audience of gamers, but extending its reach to cable-cutters and making people see the value of an integrated media device is not straightforward. It's not like the iPad or Kinect, where the first-in-class novelty will make everyone evaluate it on its merits.
Without a really great media centre feature such as the ability to digitise one's DVD library or a paid-for Netflix subscription to serve as a centre-piece for consumer attention, it's hard to imagine what would drive wider adoption... The new 360 is a smorgasbord of features, some great additions, but where is the breakout potential? And how do you market it in a way that avoids non-gamers turning off with an instant reaction of "it's a gaming box".
Microsoft might answer your question with : you make it easy to search.
or: you cram everything into it, so there is no reason to go outside the media center.
or: you offer sexy new technology that lets people access the media (kinect. smartglass).
I wouldn't agree on these three answers. but i think those are Microsoft's answers.
Another answer might be: you leverage the networking abilities.
Microsoft really succeeded in making Xbox the best networked game system. It's just wasted that lead by expecting everyone to pay high prices for streaming tv and movies. and the features for sharing your media with other people never came around? (there was that weird "watch movies with friend's avatars" thing. which sucked. and there was that kind of excellent 1vs.100 gameshow, which was dumped.)
I want this to be the answer, but I don't see how
One thing I would have loved to see would be a wider range of IPs. After Monday, I am already tired of the uber-violent games and such. And I love playing them, but it seems that the only way MS and Sony know to "appeal to core gamers" is thru a ton of violence. I refuse to believe that MS can't make a "Triple A" calibur platformer or such. I'm feeling like many of these experiences I've done before.
The media stuff is ok, I'll use what I want and leave the rest alone. After seeing Sony's conference, I wish there were more games. And NEW IPs. At least bring back older IPs, every year has become the "MS Halo/Gears of War/Forza/Call of Duty Show."
As far as SmartGlass goes, there is one place that I could see this working. Bringing computer only media into the XBox world. For instance browsing sucks with a controller, but if I have a keyboard and big metro style icons then I might actually use the TV to browse and stream. Which I do now but from my computer to my TV. The second would be if, and this is a big if, they let you install computer games to the Xbox. Where this would actually be nice is games like Vindictus, Diablo, or other action MMO's that also need a keyboard for online communication. If they did partnerships with some companies it could turn into a great thing for both XBox and smaller computer oriented companies.
I actually think the kind of games that has the biggest potential with SmartGlass are RTS games. RTS games is one of the few hardcore genres that would actually work just as well or better with a touch interface than a controller or mouse and keyboard.
The new Splinter Cell really felt like they added a Call of Duty skin to Assassin's Creed.
It's weird that not too long ago there were rumors about Apple making a console that you would be able to control with an iPhone or iPad, but now I see that only problem with that rumor was that the company doing it was actually Microsoft.
The glass thing ...awkward is what comes to mind.
I just didn't see the benefits of the examples. Surfing on the tv? The jury is still out on whether anyone wants to do that. I rather like surfing on a tablet with the tv tuned to a show.
I would think surfing with the controller with the chatpad attachment would be pretty doable. Why do I have to pick up another device? I assume I have to turn the 360 on with my controller. Then ...find my iPad?
Madden with a Windows tablet. Never mind that those aren't out. And you'd only use it if another friend also had a Windows tablet. But who want to switch between tablet and gamepad? Or were they letting you control your guy with the touchscreen. That wouldn't be good either though for the Madden diehards.
MS is schizo. They just don't have anyone in charge that has any sense of whether any of what they do is remotely useful. They just have to throw crap up and see what sticks.
But the Xbox360 as the main device will stay the same for years. So far they seem to have shown nothing, that couldn't be done with a tablet PC of the first generation, it seems, the limiting factor is the console, not the theoretical capabilities of the mobile device.
To me, SmartGlass looks like Sony's Sixaxis controller on the E3 2006, Sony then tried to convince people, that they also have something like motion controls already and here it looks like MS tries to convince people they already have something like the Wii-U Gamepad.
I am not sure, if the Gamepad will take off, but I am pretty sure, nobody will talk about SmartGlass 12 months from now.
Smart Glass is compatible with iOS and Android, so I don't believe you'll need a Windows device to do what was demonstrated. The Madden demo seemed to imply that you could play the game with your tablet, but it wouldn't be the first time that what was shown in a concept video and what ends up shipping turn out to be very different products
@Christian
I think there's too much potential with Smart Glass for Microsoft to drop the ball, at least that's what I'm hoping. People seemed to lose interest in Kinect not long after it launched due to the lack of great games, but MS has pushed for more Kinect integration each year to make it a more compelling feature for 360 owners. If they do the same with Smart Glass, then it can turn into something more than what was shown today.
@ Re: Christian. There was too much potential with Xbox Live mobile integration to drop the ball last time too (circa 2008) but they did. In fact there was too much at stake to drop the ball with windows mobile, but despite the decade long headstart they let BOTH of their fiercest global competitors waltz in under their noses. iOS? 2007. Android? 2008. Windows phone 7? 2010. Trust history. If anyone has a track record for 'dropping the ball' on massive systems integration, it's Microsoft. Maybe they've learnt their lessons, but they've a track record for failing that too.
The relevant question is whether any players want or need that sort of functionality in the first place. Although I admit that, for example, using an iPad or iPhone as inventory or map screens in a console game would be interesting. Still, it sounds like the whole concept could be a solution in search of a problem.
Someone using an old shitty Android phone will feel appreciated when they can get extra content during a tv show, or be allowed to use it to surf IE on their TV.
But game experiences have an element of competition. You want one optimal input for a game experience. The shitty android phone user will know that the game tie-in works and looks better on the newest iPad. (or the developer will have to limit their tie-in to the lowest common denominator, which will make the iPad owners feel cheated).
* Microsoft continues to act as if there is no alternative to their offerings. but the reality is I watch movies on PS3. I watch TV on my PC. I surf IMDB and wikipedia on my iPad. and I'll play tablet tie-in games on a WiiU.
Maybe I have a bad feeling from visiting a MS store for the first time during the weekend. I couldn't help laughing at how they set up a store across from the Apple store and essentially copied the Apple store.
No shame. Way too weird.
My takeaway from the sports on the Xbox was ...it is a work in progress. I still need cable tv. The video isn't up to cable quality. I can get NBA and NHL on my ATV or Roku. And those devices are way more suited to streaming video from a size and power efficiency standpoint.
I guess it is nice for the teenager who has an xbox in the bedroom. And that is a big part of their market.
I guess the same could be said of the Wii U's tablet controller. But I think the important factor between the two is that ALL Wii U owners will have a tablet, but not all 360 owners will.
None of the games really impressed me. Seems to be more of the same. What can you expect though when the console really hasn't changed much.
Then there is IE. Ooh boy, just love that IE. I thought the 360 already had a browser integrated in it.
I doubt that 2013 will see any new console launches.
Honestly I have no idea right now how well the WiiU will do, but Nintendo is in the drivers seat right now for the next generation.
If Microsoft would plan to release a console in late 2013, this console would be as far developed, as the Wii-U was 12 months ago. If they plan to see, how the Wii-U does, it would mean their potential 360 successor couldn't launch before 2014.
Again, a lot of "if's", but both Sony and Microsoft have already been laying the groundwork for the next generation so they wouldn't be starting from zero.
halo 4 did not impress at all. for a second there, i actually thought i was looking at the opening level of Halo 3. i actually rolled my eyes, saying to myself "the covenant...again? are you kidding me?" and don't even get me started on that Gears prequel, as we learned nothing beyond that paper-thin commercial.
and where were the games? Assassin's Creed? Bioshock Infinite? Skyrim DLC 'Dawnguard'? Borderlands 2? Left 4 Dead 3? GTAV? not that i was expecting earth-shattering announcements of course but, damn, give us something to talk about. instead we got more kinect bullshit & glassware (or whatever it's called) nonsense that Matt Stone & Trey Parker rightfully mocked.
the biggest embarrassment, though, was how they saved their final announcement for yet another CoD game in Black Ops 2. no surprise announcement for an exclusive new franchise or sequel. not even a bit of new info on an exclusive game we're already aware of. nope, they wasted it on a multi-platform game that's become the FPS-equivalent of Madden. nice job, MS!
There are good games that have E3 builds and are going to be shown off for the rest of the week, but in recent years some of the best stuff isn't shown at the Manufacturer conferences. Like you mentioned there are a lot of games coming that are already announced, but they focused the conference on features rather than games. I will say I'm excited for some features/media partnerships, but those should be a footnote on the show rather than the substance.
Recently I've definitely found myself being more excited for the EA/Ubisoft/Activision/etc conferences than I have for the manufacturers.
This was later revealed as being the share of XBox360s sold in 2012 in the US.
Sony's presentation should be pretty good. They always seem to deliver a good get outta your chair E3 presentation every year.
Today's sequel after sequel news suggests we are at the low ebb of a major cycle. Let's hope the next gen console rumored in development will inspire Microsoft into a company that thinks big and goes long on finding and building more diverse games that can evolve into future long-tail franchises.
Microsoft has been successful with their "throw everything at the wall" approach this generation. Their presentations might be lackluster, but I'd prefer they keep delivering value where it counts.
I get the feeling the smart glass feature will be junk too.
Without a really great media centre feature such as the ability to digitise one's DVD library or a paid-for Netflix subscription to serve as a centre-piece for consumer attention, it's hard to imagine what would drive wider adoption... The new 360 is a smorgasbord of features, some great additions, but where is the breakout potential? And how do you market it in a way that avoids non-gamers turning off with an instant reaction of "it's a gaming box".
Microsoft might answer your question with : you make it easy to search.
or: you cram everything into it, so there is no reason to go outside the media center.
or: you offer sexy new technology that lets people access the media (kinect. smartglass).
I wouldn't agree on these three answers. but i think those are Microsoft's answers.
Another answer might be: you leverage the networking abilities.
Microsoft really succeeded in making Xbox the best networked game system. It's just wasted that lead by expecting everyone to pay high prices for streaming tv and movies. and the features for sharing your media with other people never came around? (there was that weird "watch movies with friend's avatars" thing. which sucked. and there was that kind of excellent 1vs.100 gameshow, which was dumped.)
I want this to be the answer, but I don't see how
The media stuff is ok, I'll use what I want and leave the rest alone. After seeing Sony's conference, I wish there were more games. And NEW IPs. At least bring back older IPs, every year has become the "MS Halo/Gears of War/Forza/Call of Duty Show."
But I do wish we could we see an interesting game that isn't dark bloody and violent.