Market Overview

Microsoft Skips Games In First Xbox One Promo (MSFT)

Microsoft Skips Games In First Xbox One Promo MSFT

When the Xbox One was unveiled last May, Microsoft (NASDAQ: MSFT) spent a great deal of time talking about the console's non-gaming features.

Now that Xbox One has a release date -- November 22 in numerous countries around the world -- Microsoft is ready to begin promoting the new gaming machine (minus video games).

AllThingsD was the first to point out that the Xbox One's introductory commercial focuses entirely on non-gaming activities.

Over the course of the 30-second ad, viewers will see a number of living room settings (and one rooftop) with people gathering to watch their favorite sport. These football enthusiasts are holding plates of food, not game controllers. And instead of reaching for a remote to turn on the console or initiate a Skype chat, they simply talk to the Xbox and say what they want.

As a TV attachment, these features are pretty cool. When a Skype comes in, the football game automatically shifts to the top right corner of the display. The Skype chat takes up the rest of the screen, allowing users to see their friends while they stuff their faces with chips and dip.

Based on the TV ad, it seems that Xbox One is very good at detecting and responding to voice commands. Bear in mind that Apple (NASDAQ: AAPL) led consumers to believe the same thing about Siri -- and continued to do so even after some consumers complained.

Related: Sony's PlayStation 4 Inspires Another Change for Microsoft's Xbox One

The Xbox One commercial (which can be watched below) concludes with a handful of highlighted features:

  • Built-in fantasy football
  • Skype on your TV
  • Personalized highlights

This is followed by a release date reminder and a series of logos, including the famous Xbox One "X" resting next to the NFL emblem.

Microsoft will most likely use this ad to promote the console during major football games and other sporting events over the next few weeks. This is not necessarily a bad thing; the company is simply trying to reach a different audience.

Diehard gamers might feel differently. Thus far, the ad's YouTube page has been inundated with negative remarks.

Disclosure: At the time of this writing, Louis Bedigian had no position in the equities mentioned in this report.

Louis Bedigian is the Senior Tech Analyst and Features Writer of Benzinga. You can reach him at 248-636-1322 or louis(at)benzingapro(dot)com. Follow him @LouisBedigianBZ


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