Shane Kim
Shane Kim
existing focused generally number partner single
A lot of license-holders have existing partnerships. We're not necessarily the number one partner because we're generally focused on the single platform.
ads brand closed gaming generation hardcore knew machine paranoid people platform seen xbox
The positioning of the platform is very different now. We were so paranoid that people knew the Xbox was a hardcore gaming machine in the first generation that we really alienated, or closed off, a lot of our opportunity. If you've seen the brand ads now for 360 it's completely different -- it's much more approachable.