Microsoft to prioritise advertising on the Xbox One

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Share on email’s Ben Cordell recently spent some time talking to the Xbox Live UK’s advertising team about the upcoming Xbox One’s advertising strategy, which looks set to change from the relatively soft strategy of the Xbox 360 into something with a little more focus.

Advertising on the Xbox One will be incorporated into the new dashboard, and make use of the improved Kinect sensor. Kinect 2.0 is a lot more advanced than the original’s, so it will be possible to collect a lot more biometric information from individual gamers that can be used to target ads to specific audiences. The people Cordell spoke to assured him that there is nothing sinister about it, and that the information Kinect is able to gather for advertising purposes is a lot more limited than that which game developers are able to work with.

“With the new Xbox One, the technology and Kinect has improved a lot,” he says “so that actually the voice recognition, the way you speak to your Xbox and the transition between gaming and watching TV is a lot smoother, and hopefully we can transpire that into [the] advertising that we do.”

How, exactly, everything will work is still an unknown quantity at this point. One thing seems clear, however: Microsoft is intent on using the Xbox One as a tool for generating cash from advertising, in addition to the millions they already make from game, console and Xbox Live Gold membership sales.

Deon du Plessis

Deon du Plessis

Deon got his first taste of PC gaming at the tender age of 11 when his father bought an 8088 XT, ostensibly to "help him with his homework". Instead, it introduced him to Leisure Suit Larry, King Graham, Sonny Bonds and many more, and Deon has been a PC gamer and hardware enthusiast ever since. He landed his first professional writing gig in 2006 at a prestigious local PC magazine, a very happy happenstance as he got to write for a living about things he loves - tech, PCs, gaming, and everything in between. He's been writing about it all ever since, and loves every minute of it.