At Microsoft’s Spring Showcase 2012 event in San Francisco, Microsoft director of global marketing promised, ”We want to be the home of interactive entertainment,” and added that the company wanted to bring ”content you can play with your friends that’s easy to access.”
Beinner states that Microsoft will have more surprises yet to come in 2012 aside from the next chapter in their iconic space marine series, Halo 4.
”It’s early in 2012 and we’re just peeling the curtain back, but stay tuned. We look forward to continuing to build on the momentum we have and continue the strategies we have,” he stated.
Beinner credits Microsoft’s close relationship to its fanbase and developers as the secret to its success. “You see us doing things on the Live service to keep the development community engaged – doing things to update the service, to continue to serve up new and unique content,” he said, adding, ”Giving them the right tools to continue to be innovative and creative, rather than saying, ‘Hey these are the kinds of games we are looking for’.”
As far as its overall strategy, Beinner promised that their IPs won’t get “product fatigue” because the company stresses quality over quantity. Gamers won’t get tired of a product if the product is consistently well-made.
”First party’s role is to really be pioneers… (to)really be a showcase for what the platform’s capabilities are. That’s the way we look at it,” he says: “showcases for what the platform’s capable of.”
Beinner remained cagey about what Microsoft would be bringing later in 2012, adopting a “you’ll see” attitude. As for Halo 4, ”It’s in the game – it’s a matter of delivering a blockbuster game, which the team is doing.”
