Post by railwayclare on May 1, 2005 11:45:01 GMT
This is something i have a lot on and it's all going to be reavled very soon soon as May 13th at 8:00PM Friday.
News one!
The Anatomy of a System Launch!
What does the next Xbox need to make an impact?
April 27, 2005 - With the impending launch of Microsoft's second console, the buzz concerning how it will fare against other next generation hardware has reached a deafening pitch. On May 12th, the MTV event may be one of the most high profile launches in the history of video games, but it takes more than rock stars and glitz to sell the system. Will the Xbox 360 be able to capture a chunk of Sony's market share, or is Microsoft dooming itself by jumping the gun with an early launch?
It's possible to analyze the release of a new system from as far back as the Atari 2600, but it makes more sense to take a look at the current (or recently departed) players in the market and see what contributed to their success or demise. Perhaps the best place to start would be at a similar point in history when three major companies were vying for supremacy. In 1999, the upcoming contenders were the Sega Dreamcast, Sony's PS2, and the GameCube, with news of a fourth competitor just over the horizon. Few could guess that the three-way race would soon be between Sony, Nintendo, and Microsoft. Each company had a different approach to the console war, and much can be learned from their missteps.
Sega Dreamcast
Release Date: September 9, 1999
Launch Price: $199
The Lineup: The system launched with 16 titles, which at the time was the deepest lineup to date. Unfortunately for SEGA, these games were almost completely overshadowed by Sony's software release that week. Final Fantasy VIII for the original PlayStation had gamers lined up right next to people picking up their Dreamcasts. If anything, this points to why launch dates are kept so secretive. The minute information is released, competitors begin planning a retort.
The Hype: The Dreamcast had a huge marketing campaign behind the launch. Unfortunately it but blew its advertising wad a little early. After the system was released, there was a noticeable lack of public exposure for the new system. The system hit another snag with a software error in five of its launch games. Sonic the Hedgehog, Ready 2 Rumble, Blue Stinger, Hydro Thunder, and the Dreamcast web browser would not load in some cases. This affected less than 1% of consumers but it created negative buzz around what was supposed to be a triumphant launch.
Relation to the Xbox 360: As the first system out of the gate after the end of the 32-bit era, to some, the Dreamcast arrived slightly too early. Pushing a console to market can be tricky for a number of reasons. On one side, a company can steal market share by trumping a competitor's outdated hardware. However, if consumers are still comfortable with their current console, they may just wait around for the next big thing. When the Dreamcast was released, many Sony fans didn't see a large enough advance in gameplay and graphics and decided to wait for the PS2.
In retrospect, the fact that the Dreamcast included a modem was incredibly forward thinking. While it didn't promise online play in the first generation of games, it did have the hardware capability. Hardware wise, if the Xbox 360 supports wireless controllers out of the box, it might not be cost effective for every player to use this technology at launch time, but it will most certainly make sense down the line.
Sony PlayStation 2
Release Date: October 26, 2000
Launch Price: $299 USD
The Lineup: Sony launched with 27 games although backwards compatibility gave people access to over 700 PS1 titles. This immediate library of games allowed people to replace their beloved PlayStations without feeling like they were loosing access to previously purchased products. Sheer numbers helped to make the PS2 launch line-up seem pretty spectacular.
The Anatomy of a System Launch
<< Previous Page | 1 | 2 | 3 | Next Page >>
The Hype: The PS2 benefited from an unprecedented amount of hype leading up to the system launch. From the emotion engine to the limited supply of 500,000 units at the ship date, the system kept people talking right up to the check-out counter. The "PlayStation 9" commercials also set a tone that Sony was in the games market for the long haul.
Relation to the Xbox 360: One of the biggest complaints during the PS2 release was that the launch package was devoid of extras. The system was originally only included with the necessary cords and a single controller. This was annoying from a consumer standpoint, but was a savvy business move by Sony. Consoles don't make money by themselves, and real profits are derived from software and peripheral sales. Making gamers shell out extra cash for memory cards, additional controllers, and other accessories is key when launching a new product.
On the other side of the coin, consumers appreciated that the PS2 played DVD's right out of the box. Combined with backwards compatibility, this product could potentially clear a lot of space on the entertainment shelf. With a relatively quick turnover from the Xbox to the Xbox 360 people will want the new system, but they will also want a definitive reason to junk their old ones.
The Nintendo GameCube
Release Date: November 18th 2001
Launch Price: $199
The Lineup: The GameCube release list was lacking one thing that was on everyone's mind: Mario. Sure, there was Luigi's Mansion, but this didn't come close to the rave reviews and epic proportions of the Nintendo 64 launch title Mario 64. If you build a company around a franchise, it better make a showing around launch day.
The Hype: Nintendo put together a surreal advertising campaign around the cube shaped system, but as usual their extremely loyal fan base provided more hype than any number of advertising dollars can buy.
Relation to the Xbox 360: GameCube launched without Mario and the 360 may launch without the Chief. If so, consumers will want a deep list of other top tier games. Nintendo also proved that third party developer support is crucial to longevity, but it looks like Microsoft took this to heart with their first system.
Microsoft Xbox
Release Date: November 15, 2001.
Launch Price: $299
The Xbox had 20 games available when it was released. Tony Hawk, Project Gotham, Oddworld, and Dead or Alive 3 were all highly anticipated, quality titles, but only one name needs to be remembered when discussing Xbox software. Halo didn't just sell through the roof, it single-handedly moved hardware. This was pure proof that a console launch's most valuable asset might be a killer application. This is also what makes Halo 2.5 rumors so interesting. If the Xbox 360 was to be released with an optional hard drive, bundled with an already successful game, this would greatly improve the chances that consumers would purchase the total package.
It is also pertinent to point out the most recent system launch, the Sony PSP. At $250, the PSP may have seemed like a hard sell for a handheld. But it also touches on another element that has recently factored into electronics sales. Since the huge success of Apple's iPod, manufacturers have been trying to tap into the combination of slick design and form factor that makes a product a pop-culture icon. In this sense, the Xbox 360 will have to be a high end machine that looks the part. The original Xbox was ridiculed for being large and clunky, but the stakes have gone up since there is now a higher expectation for electronics to appear cool.
The Outlook
Those who fail to learn from history are forced to repeat it, and there is plenty to be learned from past missteps in the industry. However, the next Xbox also faces a number of obstacles that are completely unique to this generation.
The HD Era: Videophiles may have their current Xbox's attached to a high definition display with Dolby 5.1 surround sound, but most of the world is still trying to catch up to meet the new visual standard. Microsoft is covering all of the bases by requiring all Xbox 360 games have 720p support.
Online Support: With a large online user base (over one million), the Xbox 360 can't just launch with a capable online setup, it has to have a killer online application. Live junkies will not want to give up their late races and frag-fests, so in this sense more is expected of this console software wise than ever before.
Reaching a Broad Audience: Sony is partially responsible for pushing video games far enough into the mainstream that PlayStation has become a household term. In this respect it is no longer good enough to rely on selling a product to the subculture known as the hardcore. Microsoft is no slouch when it comes to advertising. It looks as though they put together a one-two punch with the ourcolony viral campaign for the dedicated fan base, and an MTV extravaganza for all the rest.
A lot can be learned from past launches, but the most important opinion belongs to the gamers. Here are a few comments from our boards regarding what people are looking for with the launch of the 360.
ClubberClare
News one!
The Anatomy of a System Launch!
What does the next Xbox need to make an impact?
April 27, 2005 - With the impending launch of Microsoft's second console, the buzz concerning how it will fare against other next generation hardware has reached a deafening pitch. On May 12th, the MTV event may be one of the most high profile launches in the history of video games, but it takes more than rock stars and glitz to sell the system. Will the Xbox 360 be able to capture a chunk of Sony's market share, or is Microsoft dooming itself by jumping the gun with an early launch?
It's possible to analyze the release of a new system from as far back as the Atari 2600, but it makes more sense to take a look at the current (or recently departed) players in the market and see what contributed to their success or demise. Perhaps the best place to start would be at a similar point in history when three major companies were vying for supremacy. In 1999, the upcoming contenders were the Sega Dreamcast, Sony's PS2, and the GameCube, with news of a fourth competitor just over the horizon. Few could guess that the three-way race would soon be between Sony, Nintendo, and Microsoft. Each company had a different approach to the console war, and much can be learned from their missteps.
Sega Dreamcast
Release Date: September 9, 1999
Launch Price: $199
The Lineup: The system launched with 16 titles, which at the time was the deepest lineup to date. Unfortunately for SEGA, these games were almost completely overshadowed by Sony's software release that week. Final Fantasy VIII for the original PlayStation had gamers lined up right next to people picking up their Dreamcasts. If anything, this points to why launch dates are kept so secretive. The minute information is released, competitors begin planning a retort.
The Hype: The Dreamcast had a huge marketing campaign behind the launch. Unfortunately it but blew its advertising wad a little early. After the system was released, there was a noticeable lack of public exposure for the new system. The system hit another snag with a software error in five of its launch games. Sonic the Hedgehog, Ready 2 Rumble, Blue Stinger, Hydro Thunder, and the Dreamcast web browser would not load in some cases. This affected less than 1% of consumers but it created negative buzz around what was supposed to be a triumphant launch.
Relation to the Xbox 360: As the first system out of the gate after the end of the 32-bit era, to some, the Dreamcast arrived slightly too early. Pushing a console to market can be tricky for a number of reasons. On one side, a company can steal market share by trumping a competitor's outdated hardware. However, if consumers are still comfortable with their current console, they may just wait around for the next big thing. When the Dreamcast was released, many Sony fans didn't see a large enough advance in gameplay and graphics and decided to wait for the PS2.
In retrospect, the fact that the Dreamcast included a modem was incredibly forward thinking. While it didn't promise online play in the first generation of games, it did have the hardware capability. Hardware wise, if the Xbox 360 supports wireless controllers out of the box, it might not be cost effective for every player to use this technology at launch time, but it will most certainly make sense down the line.
Sony PlayStation 2
Release Date: October 26, 2000
Launch Price: $299 USD
The Lineup: Sony launched with 27 games although backwards compatibility gave people access to over 700 PS1 titles. This immediate library of games allowed people to replace their beloved PlayStations without feeling like they were loosing access to previously purchased products. Sheer numbers helped to make the PS2 launch line-up seem pretty spectacular.
The Anatomy of a System Launch
<< Previous Page | 1 | 2 | 3 | Next Page >>
The Hype: The PS2 benefited from an unprecedented amount of hype leading up to the system launch. From the emotion engine to the limited supply of 500,000 units at the ship date, the system kept people talking right up to the check-out counter. The "PlayStation 9" commercials also set a tone that Sony was in the games market for the long haul.
Relation to the Xbox 360: One of the biggest complaints during the PS2 release was that the launch package was devoid of extras. The system was originally only included with the necessary cords and a single controller. This was annoying from a consumer standpoint, but was a savvy business move by Sony. Consoles don't make money by themselves, and real profits are derived from software and peripheral sales. Making gamers shell out extra cash for memory cards, additional controllers, and other accessories is key when launching a new product.
On the other side of the coin, consumers appreciated that the PS2 played DVD's right out of the box. Combined with backwards compatibility, this product could potentially clear a lot of space on the entertainment shelf. With a relatively quick turnover from the Xbox to the Xbox 360 people will want the new system, but they will also want a definitive reason to junk their old ones.
The Nintendo GameCube
Release Date: November 18th 2001
Launch Price: $199
The Lineup: The GameCube release list was lacking one thing that was on everyone's mind: Mario. Sure, there was Luigi's Mansion, but this didn't come close to the rave reviews and epic proportions of the Nintendo 64 launch title Mario 64. If you build a company around a franchise, it better make a showing around launch day.
The Hype: Nintendo put together a surreal advertising campaign around the cube shaped system, but as usual their extremely loyal fan base provided more hype than any number of advertising dollars can buy.
Relation to the Xbox 360: GameCube launched without Mario and the 360 may launch without the Chief. If so, consumers will want a deep list of other top tier games. Nintendo also proved that third party developer support is crucial to longevity, but it looks like Microsoft took this to heart with their first system.
Microsoft Xbox
Release Date: November 15, 2001.
Launch Price: $299
The Xbox had 20 games available when it was released. Tony Hawk, Project Gotham, Oddworld, and Dead or Alive 3 were all highly anticipated, quality titles, but only one name needs to be remembered when discussing Xbox software. Halo didn't just sell through the roof, it single-handedly moved hardware. This was pure proof that a console launch's most valuable asset might be a killer application. This is also what makes Halo 2.5 rumors so interesting. If the Xbox 360 was to be released with an optional hard drive, bundled with an already successful game, this would greatly improve the chances that consumers would purchase the total package.
It is also pertinent to point out the most recent system launch, the Sony PSP. At $250, the PSP may have seemed like a hard sell for a handheld. But it also touches on another element that has recently factored into electronics sales. Since the huge success of Apple's iPod, manufacturers have been trying to tap into the combination of slick design and form factor that makes a product a pop-culture icon. In this sense, the Xbox 360 will have to be a high end machine that looks the part. The original Xbox was ridiculed for being large and clunky, but the stakes have gone up since there is now a higher expectation for electronics to appear cool.
The Outlook
Those who fail to learn from history are forced to repeat it, and there is plenty to be learned from past missteps in the industry. However, the next Xbox also faces a number of obstacles that are completely unique to this generation.
The HD Era: Videophiles may have their current Xbox's attached to a high definition display with Dolby 5.1 surround sound, but most of the world is still trying to catch up to meet the new visual standard. Microsoft is covering all of the bases by requiring all Xbox 360 games have 720p support.
Online Support: With a large online user base (over one million), the Xbox 360 can't just launch with a capable online setup, it has to have a killer online application. Live junkies will not want to give up their late races and frag-fests, so in this sense more is expected of this console software wise than ever before.
Reaching a Broad Audience: Sony is partially responsible for pushing video games far enough into the mainstream that PlayStation has become a household term. In this respect it is no longer good enough to rely on selling a product to the subculture known as the hardcore. Microsoft is no slouch when it comes to advertising. It looks as though they put together a one-two punch with the ourcolony viral campaign for the dedicated fan base, and an MTV extravaganza for all the rest.
A lot can be learned from past launches, but the most important opinion belongs to the gamers. Here are a few comments from our boards regarding what people are looking for with the launch of the 360.
ClubberClare