Gamasutra: The Art & Business of Making Gamesspacer
View All     RSS
July 25, 2014
arrowPress Releases
July 25, 2014
PR Newswire
View All





If you enjoy reading this site, you might also want to check out these UBM Tech sites:


Xbox One's first TV ad is all about games. No, not those kinds of games
September 5, 2013 | By Kris Graft

September 5, 2013 | By Kris Graft
Comments
    26 comments
More:



We all know that Microsoft has big plans for its video game lineup on Xbox One, and the first TV ad for the console is all about games football games. Not Madden. Actual NFL football games on TV that feature footage of real-life people.

We're sure we'll see some video game-centric ads later, but this first outing is a clear effort to pull the mass market audience away from the idea that the upcoming device is primarily a game player -- rather a multi-purpose entertainment device for the living room.

NFL's regular season kicks off tonight, so the timing is actually spot-on.

Xbox One launches November 22.


Related Jobs

Xaviant
Xaviant — Cumming, Georgia, United States
[07.25.14]

Lead Character Artist
Activision Publishing
Activision Publishing — Santa Monica, California, United States
[07.25.14]

Senior Online Programmer - Central Tech Online
Activision Publishing
Activision Publishing — Santa Monica, California, United States
[07.25.14]

Online Programmer - Central Tech Online
Raven Software / Activision
Raven Software / Activision — Santa Monica, California, United States
[07.25.14]

Technical Director - Central Tech Online










Comments


Ron Dippold
profile image
'Bob, for this new commercial we're going to need some more... diversity.'
'Diversity, Ted?'
'You know, Bob... don't make me spell it out.'
'No, go ahead Ted, I'm not sure I like where this is going.'
'There are certain stereotypes, and, ... ... dammit Bob, we need ALL the wives to be just as excited about the game as the husbands are.'
'Ooooo, that's gonna be tough, Ted. Maybe we can do CG?'

(Yes, I know many do enjoy football, but mostly I find these perfectly balanced Nintendo families in their perfect living rooms more interesting than the subject. On the other hand... something ominous seems to have happened to the kids.)

Katy Smith
profile image
45% of people identifying as NFL fans are women. There was just a big article on Forbes about it today.

Jean-Marc Wellers
profile image
Time for men to evolve :)

Bob Johnson
profile image
Well there are all kinds of levels of NFL fans.

I think Ron is looking at who plays Fantasy Football. I'm guessing 90%+ men.

Ron is probably also looking at how many single gals get together with their girlfriends to watch football vs how many single guys get together with their buds to watch football. I'm guessing it skews heavily in favor of men.

I'd guess that the vast majority of women who identify as NFL fans do so through their SOs.

But that's just my hunch.

Katy Smith
profile image
There are approximately 177 million NFL fans in the United States. About 80 million of them are women. Of all the NFL fans in the country, only 16% play fantasy football, yet it is a multi million dollar a year activity. Of the 30 million fantasy football players, 6 million are women, which is nearly double the number from last year alone.

I did not get into football because of my boyfriend. I got into football because I watched it every Sunday since elementary school. With my mom.

http://espn.go.com/espnw/news-commentary/article/7536295/nfl-find
ing-success-targeting-women-fans-merchandise-fashion

http://www.nytimes.com/2013/01/06/sports/football/nfl-hones-messa
ge-for-its-female-fans.html?_r=0

http://www.myfoxny.com/story/23355119/women-and-fantasy-football

http://www.sfgate.com/business/article/Big-Data-feeds-needs-of-fa
ntasy-football-fans-4787539.php

http://www.nfl.com/news/story/0ap1000000069215/article/poll-recor
d-number-of-americans-follow-pro-football

Bob Johnson
profile image
Yeah but the definition of fan seems pretty vague in that survey. And the survey is done by the NFL.

DanielThomas MacInnes
profile image
The Xbox One is not a traditional "videogame system." It is a multimedia set-top machine. This message needs to be repeated until even the most stubborn soul understands its message. This is the reason Microsoft entered this business a dozen years ago, and has been the dream of the computer industry for a generation - the "digital convergence" of all media, centered around the television.

The great surprise in this saga is that the Convergence has arrived...to the telephone. I don't yet know what this means for television, or what this portends for Xbox One. We'll find out over the next 12 months.

Make no mistake, advertising like this - appeals to NFL fans, direct interactions with broadcasts and fans - that will define whether this machine succeeds or fails. Videogames are only one aspect of Microsoft's grand scheme. They're aiming to become a 21st Century mashup of television network, movie studio, internet service, and advertising service. Their partnership with the NFL is part of that strategy.

And bear in mind, if the Xbox One fails to succeed, if it fails to turn a notable profit or achieve the company's long-term goals, the new Powers-That-Be will have no qualms killing the company's Entertainment Division. This is the moment of the Alec Baldwin Speech - it's $%&# or walk.

(How's that for a speech? We could add some moody music and recite it at parties.)

Alex Boccia
profile image
The galactic empire of gaming machines.

Dane MacMahon
profile image
A lot of people ignore the fact Microsoft is using console gaming as a Trojan horse into the living room, despite them being relatively honest about it.

Mike Wasilewski
profile image
I view this as a long term strategy as well, there is nothing stopping them in a few years time to make similar deals with NBA, NHL, UFC, FIFA ...etc etc.... dont think of it just as one sport US oriented thing. If you think 3 years out, that is one compelling argument for getting an xbone.

Gamers are just making a fuss because its not as gamer centric as PS4, but when they realize the added value in the long term, particularly when traditional TV is fragmenting before our eyes, it will be a much more interesting proposition.

Mike Wasilewski
profile image
The problem with their commercials is that they are showcasing the features to only one target audience. So if they dont follow up with a gamer centric ad, with the side features like skype and stats thrown in the mix, I would call that a fail-sauce.

Bob Johnson
profile image
The commercial doesn't show any unique features for NFL viewing.

It just shows 2 voice commands and Skype. I don't think most fans are going to Skype in the middle of a game and certainly not regulate the game to a tiny corner on the screen.

It is a commercial that is all style and little substance.

Also not buying into this whole FF stats etc being on the tv screen. It is one of those things that it just depends on whether MS makes is better than what we currently have on our phones/tablets/laptops. Just being on the tv screen isn't enough. It doesn't make it inherently better by any means.

Alex Boccia
profile image
And it comes out half way through football season

Salim Muhammad
profile image
I have nothing to complain about. I likes games. I make games. I like football.

However, I'm hoping they follow this commercial up with one about games lol.

Hugo Cardoso
profile image
Is anyone interested in these features willing to pay $500? I get that they're trying to grab more people but if you have no interest in the gaming side why would you spend that much?

I assume anyone interested in footbal already has a phone to do fantasy football and skype, are those people willing to pay $500 to do those things on the same screen?

Bob Johnson
profile image
Yeah I think it is too expensive for that too. But the price will come down eventually.

And we really don't know exactly what NFL features this nextbox will have and how well they will work in practice.

Just having extra stats on your tv screen doesn't make it better by default.

E Zachary Knight
profile image
So when a bunch of sports fanatics buy this and no games, even if it sells 100million units, will we be declaring the XBone dead like we did for the Wii? After all, they wouldn't be buying it for the games but for the media experiences.

David Serrano
profile image
Exactly. What happens if the XBO and PS 4 sell twice as units as projected but the active base of gamers is cut in half?

G Irish
profile image
I don't think anyone declared the Wii dead per se, just that the Wii failed to serve the core gamer market as well as the PS3 and 360. Clearly the Wii wasn't 'dead', it sold the most units.

I find it highly unlikely that sports fans will go hog wild over the Xbox One, but then few AAA games from third party developers will be made for it. Even if the Xbox One is a hit as a set top box, I don't think it is going to have any problem attracting core gamers.

Microsoft did hurt themselves with the whole DRM fiasco but after the 180 I think they'll sell plenty of Xbox Ones.

Brian Wolf
profile image
When they said Derek Yu, was anyone else wondering if that was Spelunky's Derek Yu? Because that'd probably be one of the weirder cameos from an indie game developer.

Merc Hoffner
profile image
It's conspicuously unclear from this ad that this is a new machine.

Let alone never showing games, they never say the name aloud, they never show a controller, Kinect and the machine itself are only seen as fleeting glimpses of generic stacked black boxes under TVs, the logo's nearly the same and we only hear the same 'swoosh' sound effects.

The only 'clear' indication that this isn't a generic seasonal ad for 360 is the attachment of the publicly confusing "one" suffix onto the end of their existing idents.

If this was the general public's first exposure to Microsoft's latest efforts I think so far they'd be at least as hard pressed to tell this was a whole new platform as the Wii-U. How are the public possibly supposed to know that "one" means 3, and 3, not 360? By osmosis?

I wonder if folks at home are awaiting some kind of NFL update for their 360s?

Lincoln Thurber
profile image
I agree, if you did not know a new box was coming this commercial doesn't help you with that. I think MS message is so complex that they simplified it to nonsense. They were so afraid to explain it they they didn't...fast imagery, maleness, fast imagery football, fast imagery cookout, fast imagery, date!

And, when I say they are afraid to explain it I mean just that -AFRAID They don't want to explain that a camera and microphone sit on your TV live 24/7/365 waiting for you to talk. They don't ant to explain you can control you TV with voice commends in an understandable way because people will say, Err....what eff' for?"

Shea Rutsatz
profile image
I don't really get the Fantasy stuff on screen, and how that's any better than whats already available.

I've only been part of 1 fantasy league (an NBA one) and if I recall, there really isn't any reason to have it up while watching, as you can't do anything but watch it update - but that could easily be me just not seeing what the draw is.

And why couldn't I just watch my NFL/NBA/NHL/Whatever on my TV, if the Fantasy doesn't offer anything substantially better? Do I get a discount for watching through Xbox? Or is it regular price + XboxLive?

G Irish
profile image
I think the reason this functionality would be more desirable for fantasy football than fantasy basketball is because there are far fewer NFL games and the majority of the games play on one day of the week. So if you're playing fantasy football, you may be watching one game but have players in other games simultaneously.

This can be the case in fantasy basketball too, but there are so many games that you'd have to be really hardcore to try to keep up with your fantasy scores in real time.

james sadler
profile image
I think the biggest thing that annoys me with this is that it is the first commercial for the system. From their initial announcement to this you can see that video games are an afterthought to the console. if that isn't the case then they may want to look at a shakeup in their marketing department. Granted though, people have short memories so even those that care wont care about this on Nov 22.

Lincoln Thurber
profile image
I honestly do not think that commercial conveyed a clear message. I do not think it had any message execpt - XBox and a date. Which would have been great except I don't think many people will understand it is a NEW BOX.

If I didn't already know what an XBox One was, what it could do, and why it was doing it I don't think ANY message would have come through except Xbox Nov 22nd. Not one bit of that commercial says clearly a NEW box is coming, you can control your TV with this new box, or that you can speak to someone or a deck like Skype if they have a TV/KINECT on that deck.


none
 
Comment: