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Microsoft's Aaron Greenberg Interview
Xbox 360 Interview by Tom Bramwell
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Sony has spent the last few weeks reaping the rewards of its new redesigned PlayStation 3, so it's easy to forget that Microsoft also enjoyed a big boost on the back of a round of price cuts. The timing was a coincidence, according to MS Europe's Chris Lewis, but the underlying message was perhaps consistent: this Christmas is a big one.
With that in mind, we were delighted, stumbling around the Penny Arcade Expo in Seattle a fortnight ago, to bump into Microsoft's Aaron Greenberg, who should be in a good position to comment on the months ahead. Read on to see what he had to say about the impact of the price cuts as the console war hots up again.
Eurogamer: We often talk to console executives, but we usually assume people know who they are and what they do, which I'm not sure is actually true. Could you just quickly explain your role at Microsoft and what you do for the Xbox division?
Aaron Greenberg: My title is director of product management for Xbox 360 and Xbox Live, but I'm not sure that tells you very much. I have been on the Xbox team since before we launched the original Xbox, so have played a variety of roles over the years. Currently my focus is on global strategy, planning and communications for the business. I also have the honour of being the person who often gets to answer many of the tough questions that come to us from media outlets like yourself.
Eurogamer: Flattery will get you nowhere, Aaron. I understand you were the executive producer of Microsoft's E3 conference. Could you explain a bit how that process works, and how in particular the Beatles element of the show came together?
Greenberg's keen to remind us that Microsoft's stock of Christmas exclusives includes another round of GTAIV DLC.
Aaron Greenberg: Yes, that was a new role I played for E3 this year and a very exciting one. With that said, I was just one member of a very large team that brought E3 together for us and so I really have to say that it was not so much my work, but the collective team focus that helped us succeed at E3 this year.
The process for E3 is a very long and detailed one to be honest - not sure we have the time to cover off all the points - but the behind-the-scenes strategy, planning, design, negotiations and logistics are all pretty fascinating. Given our great relationship with MTV Games and the work they have done with Apple Corp and the shareholders to create such an amazing game like The Beatles: Rock Band, we could not think of more entertaining way to open our show. It was a tremendous honour to have Paul McCartney and Ringo Starr share the stage with us at E3, surely a moment that will not be forgotten.
Instant-on 1080p movies should be interesting. We can probably do without Facebook. MySpace forever!
Eurogamer: With Tokyo Game Show just round the corner, everyone's expecting another announcement-heavy showing from Sony, which would be their third in around five months compared to your one big showing at E3. Do you plan to make any announcements at TGS? Is it a strategically important show for Xbox?
Aaron Greenberg: We are going to TGS this year, but unlike last year will not be doing a keynote. TGS is more like GDC, where typically only one platform company does a keynote each year and so, given that we hosted the keynote last year, we are going to step aside and let Sony have a turn on the stage. With that said, the Japanese market and the development community there is very important to us, so we will absolutely have some new stuff to show in Tokyo, but unfortunately you are going to have to wait a bit longer for the details.
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-3
"he quite can't get me to believe that sony hasn't got the edge as far as games go this coming winter."
People are saying this a lot yet every time I look at the lists there is nothing there in exclusives to suggest so much Both MS and Sony have about 2/3 exclusives of note. Oddly enough, these comments seem to keep popping up but every time one asks for that, there is no feedback. Another case of the "This is the year of the ps3" I presume? |
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+8
I'm really starting to think that MS might be betting too heavily on Natal to broaden their market.
The main thing that strikes me about their upcoming software line-up is that they really aren't doing much to attract new consumers which given their install-base isn't that big seems a little odd. No question their exclusives are going to sell very well, but objectively why do they stand to attract new users over (in nearly all cases) their massively successful predecessors? If you are interested in Halo I can't see ODST being your first stop, same with L4D, Mass Effect, GTA4, even Forza. |
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JohnnyWashnGo
21/09/09 @ 13:15
+4
His research suggests most people buying an Elite system don't use the HDMI cable?
Wow - thats just odd. How many people are there out there who don't use HDMI and instead opt for inferior visuals? I know that now everyone has a funky new HD TV but still, I am sure the majority do have one and for those people, a pack-in cable would be great. MS are on the back foot now in my opinion. There are several games that I am looking forward to in the next few months, all of them on the Wii or PS3. None of them on the XBox. And he is fooling no one buy saying that the market dynamics will return to the way they were before the PS3 price cut. The situation is radically different now. People can more easily afford the PS3 and will be looking to upgrade to it for xmas, especially since it may also be an upgrade to their home theatre system with bluray. |
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+11
You should have put it to him that it wasn't a price cut in the UK, but an increase across the board.
£159 if you want a 360 with an HDD >> £199 for a 360 with an HDD Very odd for a machine that's been out a few years. Maybe be the cost of continually fixing and replacing all the duds they sold in years 1 and 2? |
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designerheadache
21/09/09 @ 13:17
+9
why did he respond to everything with "we have GTA4 DLC"?
I am pretty sure most people are past caring about GTA Halo and Forza (while not new IP are established brands that will guarantee sales) It just seems to me that aside from Alan "i'll be there when i'm ready" Wake that the 360 is missing some new IPs that are going to be needed as we move towards 2010 sales. Obviously the Ps3 new IP was mentioned in the article, what are the new 360 IP we should be looking out for? |
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Waffleaber
21/09/09 @ 13:23
+12
Good call on the Left 4 Dead question. I don't buy that he would know nothing about it. Ask every Microsoft guy you interview the same question until you get an answer.
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+10
Someone should tell MS that the PS3 and Wii ALREADY have Facebook and Twitter. They keep claiming that it's some kind of console exclusive.
UI is everything. If you don't understand the difference between facebook/twitter with a UI geared towards a console, and Facebook/twitter with a UI geared towards a PC but running in a browser on a console, then you really shouldn't try to discuss it. |
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+3
Well, its getting nearer the 'parity point' for both consoles. Xbox360 used to have a more impressive software line-up, but now Sony has awoken and the developers are beginning to publish games that has been in development the last 2-3 years. Furthermore, the I share #11 POV that MS relies a bit too much on Natal - I'm sure Natal will be nice, but the core gamers on the Xbox360 will probably stick to the (already excellent) controller, which gives more precision. On the other hand, trying to reach out to new customers, which is probably the goal they are aiming for with Natal, may not work unless Natal is head and shoulders above the competition (i.e. Wii and Sony's new motion controller) and MS really needs excellent games at launch for Natal. As always this is about games, and unless MS can prove that Natal is a boon for both the hardcore and the casual gamers, a lot of time and money will be invested in new (and probably costly for the consumers as well) hardware - time and money that could've been used to make a more impressive lineup for the existing customers.
That being said, however, I do feel Natal seems a bit more interesting than Sony's motion controllers. |
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+43
Mr Greenberg, Nice to meet you. Enjoying the show?
"Facebook, Twitter, Last.fm and instant-on HD movies in 1080p." Erm ok. What was the reasoning behind removing the HDMI? "Facebook, Twitter, Last.fm and instant-on HD movies in 1080p" ...For sure. er what are your thoughts on the upcoming TGS? "Facebook, Twitter, Last.fm and instant-on HD movies in 1080p." Mr Greenberg, its been a pleasure as always. "Facebook, Twitter, Last.fm and instant-on HD movies in 1080p." |
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MrWonderstuff
21/09/09 @ 13:41
+7
Reminded me of an interview with a politician. Good questions, dubious answers. As a 360 owner I'm up for getting a PS3 when funds allows (to me its not a question of loyalty as M$ never refunded my money on the 027 error I had to pay the repair for - so don't feel particularly happy with them). GTA IV dlc is nice and I'm looking forward to it - just really isnt the big wow I want at present (no, that's reserverd for Uncharted which I look forward to reading the reviews of until I get a slim).
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+2
JohnnyWashGo - actually if you remember the Mark Rein interview, half of the xbox360s they get informaiton from were not using HDTV. There goes 'your majority'. You have to remember that most of the people who come to EG are 'proper' gamers and are more likely to be on the edge of technology.
Don't believe what companies tell you. HDTV has NOT exploded in its use, just as Blu Ray hasn't. People are now cottoning on to the an industry that tries to force an unneccesary upgrade onto you. The DF article a while back even explained that a lot of people with HDTVs don't understand that that they need to change things like the cable and screen settings to get a HD image. Never take the users of a comments section on a website as the average! |
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+2
I don't know anyone who doesn't have at least one HD TV in their house, that being said it is usually the main TV in the house so not necessarily the one used for gaming. Supplying a HDMI cable does rule out those who don't use a HDTV so supplying the standard def cable is a wise move. Wanting both cables to be supplied is a bit of a push as the manufacturers won't want to bear the cost of doing this.
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VeyronMick
21/09/09 @ 13:58
0
I'm interested to know what they are planning to announce at TGS.
Fingers crossed on Lost Odyssey 2, old school RPG goodness is right up my street. |
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+1
@El-dev: my launch day Premium had a double Composite-Component cable. Now that was a pretty cool idea. Is that still included in the Elite? If so, dropping the HDMI doesn't seem nearly as bad (although I understand that many would prefer the HDMI, since many TVs nowadays have multiple HDMI slots but only one Component input).
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-1
What exactly are we expecting him to say? At least he didn't throw a bunch of inflammatory remarks at Sony, it was a respectful interview.
On the topic of exclusives for this winter - I'm with Xerxs: I don't see the PS3 having an overwhelming lineup in comparison to the 360s. They seem very similar in # of exclusives, and we all know Halo will likely outsell them all combined, by a decent amount.
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most recently on 21/09/09 @ 15:24
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interceptor
21/09/09 @ 14:26
+2
I am sick and tired of hearing executives (from all three console companies) talking about "research" they have done which they then use as the basis for justifying the crazy and bizarre decisions they are making.
No-one ever sees the detailed results of this research, know how and where it was conducted, what the sample was or even what questions were asked. I mean, the rearch says that most didnt use the HDMI cable...I mean WTF? What they hell did they use then? And where did they get it from? If you ask me, this "research" they talk about often doesn't exist, and its just a diversionary tactic. Personally, I would like to see sites like Eurogamer, when they have interviews with execs like Aaron, go with a dossier of research they have conducted themselves through polls/questionnaires on the site, and then ask the execs for their instant reactions to THIS research. They still probably won't tell us anything, but at least then they won't be able to hide behind the "we did some research" line when they're being presented with cold hard research of our own. |
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BillyBrush
21/09/09 @ 14:34
-6
Brilliant
a LIST of PS exclusives The pinnacle of games Journalism...is no longer a dream...it's here, it's happened...Golden Joystick is in the post. |
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ShinMegami08
21/09/09 @ 14:41
+6
@ronuds: the problem is that halo odst wont drive new customers to the 360. those who like halo have probabl already a 360.
the lineup of sony on the other side will attract new customers (ffxiii in japan, gran turismo in europe and god of war in the us). sony just seems to be doing everything right in the moment (price cut, slim, better advertisements , great lineup) |
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SpaceMidget75
21/09/09 @ 14:42
+6
Could someone give me a list of PS3 pre-xmas exclusives? Serious question.
Also, there was no price cut really. You upped the Arcade and then removed your main SKU and replaced it with your most expensive SKU (albeit with a £20 cut). So, in short out of 3 potential 360 buyers: Arcade buyer - got fucked Pro buyer - got fucked Elite buyer - £30 discount with no HDMI cable* Unbelievable. * That doesn't mean that I disagree with the HDMI cable being removed. Simply that it should be taken into account as part of the price cut. |
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+4
"Then you add on top of that things like Facebook, Twitter, Last.fm and instant-on HD movies in 1080p and I think the value you get with the Xbox 360 continues to be quite impressive."
Yes, super impressive if you live in UK and US, if you don't it doesn't add one thing. Twitter feels kind of out on place anyway on a console, I guess it will be mostly about spamming what you are playing at the moment.
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most recently on 21/09/09 @ 15:46
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BillyBrush
21/09/09 @ 14:46
-4
@SpaceMidget
by the looks of Tom's list, God of War3 is on the doorstep (previously mooted for March 2010 but maybe Mr Bram knows something we don't)....sounds like Heavy Rain and Modnation racers are about ready to roll too.....this Xmas is clearly going to be MEGA with them bringing all these games forward to crush Halo & Forza (erm...seriously though only Unchated....and should be GT5 from the list of impending releases are this year/Xmas) |
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designerheadache
21/09/09 @ 14:52
+1
@spacemidget75
Off the top of my head: Uncharted 2 Among Thieves, Demons Souls (if you are in the US, otherwise import now for the UK!), BlazBlue, Ratchet and Clank A Crack in Time, GT5, GOW III (apparently), Heavy Rain and of course they game you really want: Singstar Take That. You know you want it! |
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+1
@SpaceMidget75
Elite buyer - £30 discount with no HDMI cable* Unbelievable. * That doesn't mean that I disagree with the HDMI cable being removed. Simply that it should be taken into account as part of the price cut. It was taken into account as part of the price cut: Aaron Greenberg:... So at the end of the day we decided that is was best to remove the cost of that cable from the box, but pass on the savings to consumers in form of a price drop. |
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+2
"i can't speak for others, but as far as i'm concerned sony has a more exciting list of exclusives this winter. i'm still not sold on the MS lineup, where two of the big hitters are essentially expansion packs."
Yes I keep hearing that but nobody ever says WHY. As far as I can gather Sony has Singstar, Uncharted 2 & GT5 as console box games while MS has Lips, Halo, Forza 3, L4D2 (and both have a shitload of DLC things but that doesn't swing it one way or another either). Unless the EG list is terribly inaccurate, I can't see where those comments come from (other than being personal taste instead of fact obviously). Imo, both sides have a soso list this year compared to previous years and rely almost completely on 3rd party stuff such as MW2 and borderlands. |
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+2
@BillyBrush
GoW3 is next year, however there is the remastered double-pack of GoW/GoW2 ready for Christmas in the US. @SpaceMidget Realistically Sony have 3 tried and tested franchise titles in Uncharted, R&C, and GT. On the second tier there's EyePet, Demon's Souls (which probably won't sell much, even if everything I've read on the net suggests it deserves far better), and the aforementioned GoW reissues. Then there's FFXIII, and 3D-Dot Game Heroes for importers. I'd add Bayonetta to the list too but I've had confirmation that the rumour about it being the first and only region-locked title on PS3 so far is sadly true.
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most recently on 21/09/09 @ 16:02
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+4
Before reading this i was unsure wheter purchasing an ELITe or the SLIM, well I made up my mind, i am going for the SLIM. This reminds me of the first two years SONY EXECUTIVE interviews....
Let's face it, it is probably the greatest machine for games so far but in a long term they seem to be pretty out of ideas. In the long run all the things missing like bluray, wifi and free on line gaming are gonna make a big difference. "To be completely honest I am not familiar with the circumstances around that, so cannot really comment." Cheap lyer. |
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