Xbox Project Natal: The Future of Online Gaming
Currently, Nintendo Wii is the No. 1 selling gaming console in the huge gaming market that is the United States. That, however, looks like it is about to change. Microsoft is ready to roll out its new product, an addition for Xbox: Project Natal. Project Natal uses technology that could literally be a game changer. It’s a motion and sound sensor that allows for controller free gaming. That’s right, you become the game or at least its main character as Natal captures, as well as understands, you’re every move, sound, and even expression. It fits with every current Xbox model and will surely attract the whole family, as has Wii, with its physically active game play.
But Microsoft aims to not only improve its share of the massive gaming industry; it looks to revolutionize the way video gaming consoles are consumed. Project Natal was introduced by gaming bigwig Peter Molyneux and no other than movie legend Stephen Spielberg. This is because Microsoft hopes that Project Natal will thrust Xbox into a true mass entertainment medium, such as movies. “Everybody loves movies, but the vast majority are too intimidated to pick up a controller,” explained Spielberg. “Despite the size of the industry 60% of households do not own a videogame console. The only way to bring interactive entertainment to everybody is to make the technology invisible.”
A look at the demo displays the all around appeal of Project Natal. The motion sensor allows for punching, steering, skating and jumping through similar body movements. This will attract the conventional gamer. But with an image importer, you can scan your own stuff into the game and use it there as well. With Xbox Live, Project Natal will also offer a shopping program that literally lets you try things on (virtually) and chat or share with friends online. This will attract a whole new young demographic. It’s voice recognition allows for hands free commands of entertainment functions and the ability to play some interesting games. This will attract an older demographic. One of the games, Milo, introduces a computer generated character who can hold conversations in a “startlingly realistic way”. This sort of interactive experience will attract the older demographic and anyone else that currently evades gaming consoles.
It is safe to say that this revolutionary piece of gaming technology will most likely see Microsoft reach the top of its class in the video game industry. What is incredibly interesting and still undetermined, are the advertising possibilities that arise from this new medium of entertainment. The highly coveted male 18-34 demographic will be reached efficiently through in-game advertising opportunities. But this is nothing new. The virtual experience that Project Natal provides, along with its sharing, community, and home PC abilities through Xbox Live, creates a whole new realm of marketing possibilities. From in-game or on-site display advertising to search ads and e-commerce, Project Natal opens many new doors. In my opinion, Project Natal makes Microsoft Advertising a much more potent force in the world of digital marketing.
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