The Project Natal. The Revolution has Come!

Posts Tagged ‘robbie-bach’

While we may be nervous about Microsoft’s Project Natal branding strategy — remember, that’s just a codename — the suits in Redmond share no such concern. That’s because the Natal project is following Nintendo’s lead in more ways than just easy-to-play, motion-based technology. It’s also following Nintendo’s branding strategy.

On May 11, 2004 Nintendo president Satoru Iwata announced the “Nintendo Revolution” to the E3 audience and, while he didn’t show off the motion-based controller (we wouldn’t see that for another sixteen months, at TGS 2005), he did promise “an unprecedented gameplay experience.” The Revolution would offer “something no other machine has delivered before.” The following May, over two years after first announcing the “Revolution,” Nintendo revealed the product’s final name just before E3: Wii.

When we asked Microsoft’s Robbie Bach, “When can we stop calling it Natal?” at a recent Open House event, the exec wasn’t shy about comparing the company’s strategy to Nintendo’s. “When Nintendo came out with the name ‘Wii,’ people sort of said ‘Oh gosh, that’s kind of a goofy, weird name.’ I haven’t heard a comment about it being a goofy name since the week after they announced the name,” Bach said. “And suddenly, people just called it the ‘Wii’ and moved on.” And, specifically, they’ve moved on to buying them en masse.

Continue reading Microsoft discusses Wii-esque Project Natal branding strategy

Microsoft discusses Wii-esque Project Natal branding strategy originally appeared on Joystiq on Thu, 15 Oct 2009 14:30:00 EST. Please see our terms for use of feeds.

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Speaking at the First Annual Microsoft Open House in Manhattan yesterday, E&D Division prez Robbie Bach danced around the issue of pricing the company's upcoming motion tech for Xbox 360. "Relative to Natal, we'll see how the pricing/costs work out," Bach said. "But I think people should expect it to be like other things: We work through the price curve, just like we have with other products."

Though muddled, Bach's comment does not suggest that Natal will hit retail costing an arm and a leg (geddit?), but rather the device's launch price will be set high enough for significant discounts to go into effect over time. Using Wii as the bad example, Bach emphasized that Nintendo's launch price and its new discounted price aren't notably different. "When you start at $249, I don't know that a [price drop to] $199 -- I don't know how much difference that's going to make in the marketplace," Bach observed. "We'll see."

Project Natal price to launch with room to drop originally appeared on Joystiq on Wed, 07 Oct 2009 11:03:00 EST. Please see our terms for use of feeds.

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