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Microsoft to focus Xbox brand on entertainment features

updated 07:45 pm EDT, Tue May 31, 2011

Zune thought to be relaunching as Fusion services

Microsoft is reportedly preparing to focus its Xbox marketing efforts on broader entertainment features, rather than maintaining gaming as a central theme. In a blog post, Microsoft's corporate vice president of corporate communications, Frank Shaw, suggests the Xbox endeavors have transformed from dedicated gaming hardware to an entertainment platform, with 40 percent of all Xbox use now "non-game."

"Put simply, Xbox = entertainment and is core to our entertainment strategy," Shaw writes. "The vision for Xbox is straightforward: All of the entertainment you want. With the people you care about. Made easy."

Separate rumors suggest Microsoft may be set to diverge from its current Zune branding in favor of new labels that refer to services as "Fusion" or "Ventura" products. A WinRumors report points out that the company has filed to trademark a variety of new terms, including Fusion Vault, Fusion Genesis and Fusion Sentient, while also moving to register the domain XboxFusion.com.

Microsoft is expected to provide further details of its latest Xbox strategy next week at the E3 conference.



By Electronista Staff
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