It's no secret that the gaming industry has been incorporating adults into their target market for a while now, but marketing strategies have had to change and adapt for the new growing market of "casual gamers" that Nintendo so effectively opened up with their introduction of the Wii console. That's why we find ourselves with the options of two new gaming toys to consider this Christmas: the PlayStation Move and the Xbox Kinect.

Both systems are add-ons for the already popular next-gen consoles (the PlayStation 3 and the Xbox 360) and both show obvious similarities to the interactive gameplay introduced by the Wii, where the player is immersed in the gameplay experience.  There is, however, a key difference between the two products.  The Move utilises advanced technology comprising of two movement controllers, not too dissimilar from the Wii, and the PlayStation Eye (a web camera add on) that tracks your movements and replicates them in the game with 1:1 reality.  The Kinect, on the other hand, has no need for controllers, a fact that Microsoft are very heavily punting.  The Kinect sensor has three cameras: one is a regular web camera for normal use, and the other two are infrared cameras that allow for 3D visuals, tracking and for playing in dimly lit areas.  The Kinect also spans into the Xbox's multimedia capabilities, allowing you to surf the web, watch movies or flip through music / pictures, all by using your body as the controller.

You only need to go as far as YouTube to see how Sony and Microsoft differ in their marketing strategies. It seems that Sony will be relying on their already established hardcore gamers to buy the Move, and while attracting a family audience, is staying away from the "cutesy" family vibe. In terms of promotion, the most notable campaign manoeuvre by Sony has been an agreement in the US that will see Coca-Cola promoting the PlayStation Move across a range of products.

On the flip side, Microsoft is backing the Kinect with a reported US$500 million marketing budget to be spent on a movie-style marketing campaign, having been planned with Steven Spielberg's help. Robert Matthews, General Manager of Global Marketing Communications for Xbox, says: "Kinect is the largest, most integrated marketing initiative in Xbox history, bigger than its launch." 

As well as appearing across a whole span of consumables, the Kinect will have TV spots on Fox and ABC, and print adverts in magazines such as People and InStyle, with the aim of attracting new players.  The device will also dominate YouTube's homepage and feature heavily on Nickelodeon and Disney digital properties. Looking at the kind of advertising that Microsoft is putting out there, there is a definite push for a more mature audience while trying not to neglect the younger generation, with the promised release of more fitness software and family oriented gaming. 

For more information, please contact Eleanor Thornton-Firkin, Global Key Account Director.