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Xbox marketing shifting focus to become 'an entertainment brand'
by Andrew Yoon, Jun 01, 2011 3:30pm PDTIt's no secret that for most of its two-console life cycle, Xbox has primarily attracted hardcore gamers. But through initiatives like Kinect, and its early partnership with Netflix, Xbox is reaching a much broader audience. In a recent blog, Frank Shaw, Microsoft VP of Corporate Communications, discussed the company's intent on making Xbox much more than just a gaming device. "Xbox = entertainment" is the new mantra, and a new campaign will echo that sentiment. "You’ll see Xbox marketed more as an entertainment brand this year," Shaw notes.
With more than 10 million Kinects sold so far, and newfound success with casual gamers, it shouldn't be surprising that the Xbox is becoming increasingly a non-gaming platform. In fact, Shaw notes that 40 percent of all Xbox activity is "non-game," with an average of 30 hours of monthly video playback per system. Expanding its focus beyond gaming is precisely why "you’ve seen us invest in partnerships with ESPN, Netflix and Hulu. That is why we’ve baked social directly into the experience with Xbox Live."
Shaw promises that next week's E3 conference will reveal "how far we’ve come." It's likely we'll see new video partnerships and new ways of using Kinect. And as exciting as that might be, we're hopeful Microsoft doesn't forget the real reason we're paying attention: we want great games.
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Xbox will become more than a gaming brand, a VP reveals. With 40% of all Xbox activity being "non-game," Microsoft will market the platform "more as an entertainment brand this year."
Xbox will become more than a gaming brand, a VP reveals. With 40% of all Xbox activity being "non-game," Microsoft will market the platform "more as an entertainment brand this year." : Shacknews
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I've had the opposite experience. From what I've seen, the XBOX upscaler is excellent. Granted, the last time I did a detailed comparison, it was against the ps2 which had no scaling. However, there was a very noticeable difference, so there is at least some decent scaling going on. I haven't compared it against a standalone upscaling DVD player, but I have done some quick comparisons of the XBOX 360 vs the PS3 and they look pretty close in terms of upscaling.
The problem with XBOX 360 is that the upscaler is only enabled with certain connectors. The Compoonent connections will disable the upscaling due to some stupid DRM type rule, so I went out and got the VGA adapter which somehow works around that restriction. I haven't tested it with HDMI since I already have the VGA adapter, so your your mileage may vary. However, if you have an old XBOX and are using the component connector then that would explain your issue.
This covers it: http://forums.highdefdigest.com/hd-dvd-video-game-consoles/30659-xbox-360-upscaling.html
Looks like HDMI is supposed to upscale the same as the VGA adapter, so if you're using HDMI and still not satisfied then you must have something with an excellent upscaler to compare it to.
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