The dashboard on Microsoft’s (NASDAQ:MSFT) highly-anticipated Xbox One has been designed with advertising in mind according to the Xbox Live advertising team.
The advertising team’s Senior Digital Art Director and User Experience Designer said Xbox was moving outside of private bedrooms and into more social household areas such as living rooms and family rooms, providing a broader context for users and viewers to perceive advertising content.
“It’s not like when you’re at work when you sit in front of a screen and your experience is very personal. But with Xbox, it’s lots of people in front of one big screen.”
“They are playing or watching together and advertising is being consumed in a totally different way. On Xbox, the ad is part of the actual experience, it’s not something that is outside. The only difference is that the advertisement we have is quite small and not disruptive so people are not aware of clicking on the banners because they know this is a part of the whole experience on the dash. So the users know that this is something that when they click on it, they won’t be hit by something crazy or something dangerous like on the web. Everything that lands there, we create.”
As a result of the Kinect’s heightened capability, some gamers have expressed privacy concerns in that it could be used as a spy gadget for Microsoft. Xbox Live’s Advertising Developer put these worries to rest commenting that this was not the case as they do not receive most of the biometric information collected by Kinect.
“This sort of works at two levels. There’s the game producers who have a different application programming interface, so a different set of code and system that they use, and they’ve got a lot more control of the whole thing. Whereas from the advertising point of view we have a slightly more limited set, which is designed to protect the user. The company is very keen on protecting the user from any sort of abuse so we can’t do certain things.”
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