Microsoft Xbox / Surface : advertising & marketing assignments

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The Xbox gaming console is the most notable hardware product developed to-date by Seattle software Microsoft, launched in 2001 as a direct rival to Nintendo and Sony. It has generally proved a worthy challenger to its Japanese rivals, boosted by a number of popular exclusive titles, not least the Halo franchise. Xbox Live is an online community that sits behind the main device, allowing game downloads as well as streaming of other entertainment. Microsoft has also dabbled in a number of other hardware sectors, but with somewhat less success. Among its failed products was the Zune music player, intended as a rival to Apple's iPod, but which sank almost without trace soon after launch. More recently, the group introduced the Surface tablet to compete with iPad and other tablets, and attempted to carve out a presence in the mobile phone market through the creation of a global alliance with handset developer Nokia. It subsequently acquired full control of Nokia's handset operations in 2013 for a total of around $7.2bn, but there was little improvement in sales of those devices under their new name Lumia, and Microsoft quietly exited the mobile market altogether in 2017. For now, then, Xbox remains the group's most successful hardware device, even if it has lost a little of its early shine as a result of relentless competition from Playstation. As of March 2019, the current Xbox One console had around 25% of the global gaming console market, compared to 56% for Sony's Playstation 4. Even so, the overall market continues to grow at a rapid rate. Microsoft's revenues from gaming were a best ever $11.4bn in the year to June 2019. Revenues from Surface grew by an impressive 23% to $5.7bn.

Capsule checked 21st August 2019

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Who are the competitors of Microsoft? See IT Sector and Consumer Electronics index for other companies

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Historical profile information for Xbox

Recent stories from Adbrands Update:

Adbrands Daily Update 3rd Oct 2019: Microsoft took investors by surprise with an unexpected return to the smartphone sector, two years after the software giant called quits on its ownership of Nokia mobile. Next year, the Surface tablet collection will be joined by two dual screen devices. Surface Neo is a folding tablet that opens like a book to reveal two separate screens that work in tandem in roughly the same landscape format as a traditional desktop monitor (or can be adapted to operate independently of one another); as well as third linked panel for the keyboard. More significantly, Surface Duo is the size of most smartphones when closed, but offers a similar dual screen set-up when opened. While the Duo uses Windows 10 software, the smaller devices runs on the Android mobile operating system, tweaked to accommodate the twin screens, and will include mobile connectivity. Microsoft worked with Google's Android team to develop the software. Both devices are set to launch late next year; Microsoft said it is announcing well in advance in order to give developers time to prepare for the new twin-screen platform.

Adbrands Social Media 25th Apr 2019: "Visit Xbox". A different kind of tourism ad here from McCann London, encouraging viewers to visit the magical lands to be found inside the new Xbox One X Enhanced console. It's a great idea; a welcome change of both style and pace from traditional gaming ads, which either usually offer gameplay or some live action movie-style sequence "inspired" by the game. This ad lets the graphics of the games and the console do all the talking, and the results are lovely to watch. Now all we need is a crib sheet so we known which landscape belong to what game; or you can check out the linked website for more details.

Adbrands Weekly Update 21st Jun 2018: Cannes Lions 2018. The first batch of winners were announced from Cannes Lions 2018. (See the full run-down, including all the Gold, Silver and Bronze winners at the Cannes Lions 2018 website). Creative eCommerce is one of five new categories this year. Its first Grand Prix went to McCann London for a campaign to promote Microsoft's Xbox Design Lab, an ecommerce store where players can buy personally customised controller handsets for their consoles. McCann turned the concept around, allowing gamers to create their own controller designs, and then offer those same finished products for sale to other players through the store or their own social media channels. They received commission on every sale, with the top earner making over $1,000.

Adbrands Weekly Update 18th Sep 2014: In its first big acquisition under new CEO Satya Nadella, Microsoft is to acquire Mojang, the Swedish developer of the wildly popular game Minecraft, for $2.5bn. Despite its simplistic graphics, Minecraft is one of the world's most popular computer games. It is the single most popular online game on Microsoft's Xbox platform, and the top paid app on both iOS and Android phones in the US.

Adbrands Weekly Update 1st May 2014: Microsoft completed its acquisition of Nokia's handsets division, but divisional head Stephen Elop denied earlier press reports that the business would market itself officially as Microsoft Mobile. In an online chat forum with Nokia users he said "Microsoft Mobile is a legal construct that was created to facilitate the merger. It is not a brand that will be seen by consumers. The Nokia brand is available to Microsoft to use for its mobile phones products for a period of time, but Nokia as a brand will not be used for long going forward for smartphones. Work is under way to select the go forward smartphone brand. While we are not ready to share precise details, I can assure you that [the new phones] will not be the 'Nokia Lumia 1020 with Windows Phone on the AT&T LTE Network' ...too many words! That somehow doesn't roll off the tongue."

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