Microsoft's Aaron Greenberg

By Tom Bramwell Published 21 September, 2009

On price cuts, the HDMI cable and the Christmas period.

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?

'Microsoft's Aaron Greenberg' Screenshot 1

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.

'Microsoft's Aaron Greenberg' Screenshot 4

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.

Eurogamer: Xbox and PlayStation both cut their prices recently, and the results have been big boosts in sales for both. How does the impact of those cuts look from your perspective? Did the new Sony SKU take some of the wind out of your sails?

Aaron Greenberg: I don't believe the price cuts that both companies have made will impact the market dynamics too dramatically in the long term. We typically see a month or two of lifts and share adjustments, but then things tend to settle back to roughly the established market ranking.

We do, however, expect that these new lower prices will bring in more consumers that were potentially a bit resistant to the previous pricing in place. Our focus continues to be on adding more value and more exclusive experiences across games and entertainment, so that consumers will continue to select the Xbox 360 as their console of choice.

And when you look at this holiday I think we once again stack up quite nicely with the list of exclusive Xbox 360 games including blockbusters like Halo 3: ODST, Forza Motorsport 3, GTAIV - The Ballad of Gay Tony DLC and new Liberty City standalone retail title - Left 4 Dead 2, and tons of XBLA titles like the recently launched Shadow Complex. 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.

Eurogamer: There were a couple of interesting anomalies around your price cut, like the Arcade price going up in the UK and the removal of the HDMI cable from the 360 box. Do you really save that much money losing the HDMI cable from the box? And isn't it a bit patronising to tell people that getting rid of it is a matter of giving people more choice? It's about saving money first and foremost, isn't it?

'Microsoft's Aaron Greenberg' Screenshot 2

Gears 2's uncle, Mark Rein, reckons HD uptake is very low among his customers. Greenberg is less specific, simply saying HD gaming has played a role in driving consumers toward HDTVs.

Aaron Greenberg: Good question and one I am getting asked a lot these days. I can tell you that decisions like this never come easy and a variety of factors come into play. First we looked at the research, which shows that the majority of consumers who purchased an Elite console were not even using the HDMI cable. Then we also had to consider that when we first added the Elite console to our offerings the value of an HDMI cable was quite high. Today, as we know HDMI cables have become pretty common and commoditised in many respects. 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.

Eurogamer: Do you have figures regarding HD uptake on Xbox 360, and could you share your current information about the volume of 360 owners who use HD relative to those who don't - or perhaps, assuming it's less sensitive, your extrapolated feeling about wider HD uptake among consumers in the home entertainment space?

Aaron Greenberg: I don't have such figures handy, so would hate to quote you something that is not accurate. I think broadly speaking in many ways the consoles this generation focusing on HD gaming and entertainment have driven a large number of consumers to upgrade to HDTVs. I am sure there are folks much smarter than I that have studied this and can tell you the difference between sports or gaming or movies as reasons why people are upgrading.

Eurogamer: Over the next few months, Sony has Uncharted 2, God of War III, Heavy Rain, ModNation Racers, Ratchet & Clank and Gran Turismo 5 coming out, and you guys have Halo 3: ODST, Alan Wake and Forza 3, so in effect it's the first winter where they're in danger of outgunning you on software depth. Are you confident you can maintain the install base gap of seven million units you have over them, or do you expect things to be a bit closer when we get to next spring?

Aaron Greenberg: Well again, I think if you first look at this holiday, we shape up really well versus Sony. Sure they have Uncharted and Ratchet, but if you want to play Halo 3: ODST, Forza 3, Left 4 Dead 2 or the GTAIV exclusive games you are only going to find those on Xbox 360. Then you have to add all of the exciting offerings we are bringing to Xbox LIVE with Facebook, Twitter, Last.fm and instant-on HD movies in 1080p.

But of course if you look beyond this holiday you add in even more exclusives like Alan Wake, Mass Effect 2, Crackdown 2, Splinter Cell: Conviction, Halo: Reach and Project Natal. I truly believe Xbox 360 is uniquely positioned to deliver the leading games and entertainment experiences both today and tomorrow.

Eurogamer: There was a bit of a palaver recently over Valve having to charge for Left 4 Dead downloadable content on Xbox Live even though it's free on PC. They told me that it's because Microsoft insisted on charging for it in order not to upset the Xbox Live economy. Can you explain the thinking behind, if not that decision specifically, then that kind of decision? Most people would assume creators should be the ones to choose what their work is worth, not the platform holder...

Aaron Greenberg: To be completely honest I am not familiar with the circumstances around that, so cannot really comment.

'Microsoft's Aaron Greenberg' Screenshot 3

He may not be here in 2009, but Alan's providing spring backup.

Eurogamer: Isn't Scene It?'s recent announcement as a multi-platform game embarrassing for Microsoft, having made such a big deal out of it - and the family-friendly peripherals - at E3 2007?

Aaron Greenberg: Not really, we were happy to be able to bring to market two exclusive and successful versions of Scene-It. Now that our exclusivity agreement has expired we are still looking forward to new versions of the game coming to Xbox 360.

Eurogamer: It's been a few months since you announced Project Natal now. How have third parties responded to it, and have you confirmed development of any third-party games using the system or is everyone still prototyping? (If confirm - Any game series we might have heard of?)

Aaron Greenberg: Project Natal is going amazingly well. Our biggest challenge has been fielding all of the requests we have been receiving based on the overwhelming reception at E3. As you can imagine, right now our focus has been getting development kits in the hands of the creators and working closely with those folks on bringing to life some of the great concepts they have. We have not announced any official titles or specifics around publisher or developer support at this time.

Aaron Greenberg is director of product management for Xbox 360 and Xbox Live.

Picture of Tom.

About Tom Bramwell

Tom is Operations director of Eurogamer Network and Editor-at-Large of Eurogamer.net. He joined the company in February 2000.

Read more articles from Tom by visiting the Tom Bramwell archive page.

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Comments (94) Latest comment 2 years ago

Comments threads automatically close after 30 days, but please feel free to continue chatting on the forum!

  • snick #1 2 years ago

    Weirdest price cut ever, arcade from £129 to £159, reap the rewards of that.

  • mkreku #2 2 years ago

    He didn't really say much, did he?

  • vegard #3 2 years ago

    he quite can't get me to believe that sony hasn't got the edge as far as games go this coming winter. again, i'm feeling more and more like buying a PS3 in addition to the 360 i already have.

  • drumbaby #4 2 years ago

    He seems in denial throughout. A tiresome interviewee....

  • Shikasama #5 2 years ago

    Some awesome questions Tom. I like the way you asked the tough questions and set the parameters for the answers, even though you must have known you would get corporate garbage back.

    I'd prefer interviews like this over Ellie Gibson trying to be funny and 'edgy' any day of the week.

  • Skooch #6 2 years ago

    I'm a big Xbox fan, and don't own a PS3, but looking at the line-up Sony do seem to outgun MS in the software stakes for Xmas. Saying that, the multi-platform games (specifically COD:MWII and AC2) outgun both line-ups and it is those I expect to be playing most - on my Xbox :)

  • Xerx3s #7 2 years ago

    "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?

  • joe90 #8 2 years ago

    So... what did we all learn from that...

  • GreyBeard #9 2 years ago

    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.

  • MeBrains #10 2 years ago

    "I truly believe Xbox 360 is uniquely positioned to deliver the leading games and entertainment experiences both today and tomorrow."
    pretentious little cock!

    ...

    just saying that because Sony's consequently flamed by some because of "value proposition" and "10y lifespan", see?


    since the personal opinion would be: just another executive interview. tells us nothing.

  • JohnnyWashnGo #11 2 years ago

    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.

  • Gaol #12 2 years ago

    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?

  • Shinetop #13 2 years ago

    Amazing how you can spread one paragraph worth of answers over two pages. That was pretty pointless. A shame, because the questions were great.

  • mingster #14 2 years ago

    Please let Ellie interview people she makes this boring PR guff more interesting

  • Widge #15 2 years ago

    HDMI cable - works for HD users
    AV Cable - works for all users

    They bundle that, even though it is a bottom rung, as 100% of purchasers can be up and running out of the box.

  • altitude2k #16 2 years ago

    As vague as ever.

  • Waffleaber #17 2 years ago

    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.

  • vegard #18 2 years ago

    @Xerx3s

    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.

  • lcmnick #19 2 years ago

    Microsoft in time will find out exactly the same thing that Sony have this gen, that third party exclusive content will vanish...GTA4 DLC, Splinter Cell, Left 4 Dead...it won't last forever.

    Enjoy it while it lasts Aaron!

  • Shinetop #20 2 years ago

    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.

  • 43n1m4 #21 2 years ago

    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.

  • Moonprince #22 2 years ago

    Good questions, thought the responses were pretty weak though.

  • JahB #23 2 years ago

    why did he respond to everything with "we have GTA4 DLC"?

    I am pretty sure most people are past caring about GTA

    i doubt it. i for one am pretty stoked for the ballad of gay tony, and it will probably sell like hotcakes (akin to TLAD).

  • Bazfrag #24 2 years ago

    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."

  • Malek86 #25 2 years ago

    He didn't really say anything. Pretty much like every other PR guy out there. Why do they even bother interviewing them?

    @JohnnyWashnGo: almost everyone I know connects their DVD player through composite, so yeah. Don't overestimate people.

  • MrWonderstuff #26 2 years ago

    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).

  • Shikasama #27 2 years ago

    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!

  • geeza2020 #28 2 years ago

    does this guy have a string on his back that when you pull, only one of a handful of comments (pre-selected by microsoft suits) spews forth from his mouth like a stream of bullshit?

  • El-Dev #29 2 years ago

    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.

  • VeyronMick #30 2 years ago

    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.

  • Malek86 #31 2 years ago

    @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).

  • Moz #32 2 years ago

    I really don't see th e point in these interview, no exec is every going to say anything out side of the all ready known company line. They're never going to turn around and say "oh actually this is a really concern for" that would just be suiside!

  • Spekingur #33 2 years ago

    Well, at least he didn't pull a Kaz Hirai.

  • ronuds #34 2 years ago

    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.
    Edited by 1 at 21/09/09 @ 15:24

  • interceptor #35 2 years ago

    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.

  • BillyBrush #36 2 years ago

    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.

  • ShinMegami08 #37 2 years ago

    @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)

  • SpaceMidget75 Verified Senior Software Developer, Minerva Computer Services #38 2 years ago

    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.

  • El-Dev #39 2 years ago

    @Malek, they still supply that cable in all new models. It's the one I got back in June with my 60GB 360.

  • Slo_Mo #40 2 years ago

    I do not want Facefook of Twatter on my console. A browser would be a good idea.

  • Shikasama #41 2 years ago

    interceptor - Actually, they can see exactly how many people are using the HDMI cable properly because your system sends non personal information periodically.

  • Skurmedel #42 2 years ago

    "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.
    Edited by 1 at 21/09/09 @ 15:46

  • BillyBrush #43 2 years ago

    @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)

  • sneetch #44 2 years ago

    I'd prefer an actual browser to Twitter and Facebook. Then you'd have all that crap and more.

    Unfortunately there's exactly zero chance of one of those ever appearing on the console.

  • sneetch #45 2 years ago

    @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.

  • Xerx3s #46 2 years ago

    "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.

  • GreyBeard #47 2 years ago

    @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.



    Edited by 1 at 21/09/09 @ 16:02

  • Lord_Gremlin #48 2 years ago

    Nothing new told here. Honestly, their console business looks bad now.

  • Weezer #49 2 years ago

    These 'interviews' are almost always pointless. Is a spokesperson for a global company really going to drop a bombshell in Eurogamer's lap - while chatting at a games event - that might in any way effect the share price? I doubt it. The guy's hamstrung, just the same as any spokesperson for any major publicly-traded company.

  • Darren #50 2 years ago

    Wow, the Xbox 360 really doesn't have much in the way of exclusives does it in the run up to Christmas if Greenberg has to repeat the same four games twice during an interview? :o

    One of them is an expansion to a two year old game too (albeit an excellent one) and two of them are first person shooters. Much as I'm looking forward to playing Forza 3, it looks like I'll be relying on multiformat games and the PS3 exclusives to keep me happy as we head into the festive season.

  • Malek86 #51 2 years ago

    @GreyBeard: where did you hear that about Bayonetta?

  • BillyBrush #52 2 years ago

    @Designerheadache

    Blazblue is not an exclusive game, it's on 360

    @Greybeard
    Same re Bayonetta, multiplat game developed for 360 and being ported (reportedly badly) by Sega to PS3

    @Darren
    Cuts both ways, if you look pre Xmas, Sony don't have all that much out either

  • Vixremento #53 2 years ago

    He seems like a nice enough guy but as others have said I didn't really get a lot from the interview.

    My biggest gripe would be with "Xbox LIVE with Facebook, Twitter, Last.fm and instant-on HD movies in 1080p". First, here in our good old country we don't have local live servers. Second, who really wants to facebook on their console? Third - our broadband (if you can even call it that) is capped at a whole whopping 5GB (for an exorbatant price)...instant on 720p would be pushing it (hell youtube struggles sometime).

    I'm no fool though...I realise they don't really give a crap about me personally (or at least us poor fools in my country) but to me a console has one primary purpose - Gaming! Sure it's a great media centre too but the online services really don't bug me much!

  • GreyBeard #54 2 years ago

    @Malek86

    From someone who works for Sega Europe, I can't say more than that. To be honest I didn't (want to) believe it at first, and it could still be an misunderstanding on the part of the person who told me - but realistically given who they are and their position within Sega it seems far more likely than not its true.

    I'd like to say more, but I'm skating on thin ice just mentioning this.

  • GreyBeard #55 2 years ago

    @Billybrush

    I know, but its a timed exclusive in that territory like FFXIII, so for the period we're talking about I think its worth including.

  • SpaceMidget75 Verified Senior Software Developer, Minerva Computer Services #56 2 years ago

    Thanks guys. I have to say I completely agree with Xerx3s that it's much more even than I keep hearing with regards to pre-xmas exclusives. I think part of this is that Sony appear to have a decent number of announced games fullstop and it's muddying the water somewhat of exactly what is coming before christmas.

    The main four UK boxed games on both systems are sequels and will obviously appeal to fans of each franchise.

    Approaching christmas I'm gonna have 3 games pre-ordered:

    MW2 - Obviously ;) Although I wish I could find it for less than £38!
    L4D2 - Loved the first one.
    Forza 3 - 2 was OK but my boy loves it and anything that helps him become a superstar racing driver is going to get a purchase. :p

    I'm going to wait, yet again, for the 2 games I've always said could justify a PS3 purchase - GOW3 and The Last Guardian.

  • b00n #57 2 years ago

    Everything he said, I've could have told you also: basically nothing. Disappointing, but at least a good lesson in learning how to dodge questions.

  • Rens11 #58 2 years ago

    About valve DLC pricing:

    "To be completely honest I am not familiar with the circumstances around that, so cannot really comment"

    Bollocks, you just bottled answering an awkward question!

  • 3william56 #59 2 years ago


    "is uniquely positioned to deliver the leading games and entertainment experiences both today and tomorrow"
    Oh stoppit. My bollockometer just exploded.

    Wow. What a load of cock. Ratchet, Uncharted, etc. etc. but if you want to play Xbox only games you'll need an Xbox? Jeez - he's really earning that big salary with awesome statements like that. If that's the calibre of person in charge of the 360 strategy, it's no wonder they're coming up with negative price cuts.
    Edited by 1 at 21/09/09 @ 16:57

  • Collymilad #60 2 years ago

    Aren't HDMI cables £3 now? (gold plated is pointless)

    Also, seems the fashion now is that the PS3 has a killer lineup and the 360 has nothing? He mentioned plenty of exclusives coming out soon... I'll be playing SC and L4D2, good enough for me :p
    Edited by 2 at 21/09/09 @ 17:08

  • ronuds #61 2 years ago

    "@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)"

    :D

    Right, so the 360's lineup of sequels won't attract new 360 owners, but the PS3's will? Sounds good!

  • Ducklord #62 2 years ago

    "but if you want to play Halo 3: ODST, Forza 3, Left 4 Dead 2 or the GTAIV exclusive games you are only going to find those on Xbox 360"

    Yes Aaron, because that is the point of console exclusives.

  • sneetch #63 2 years ago

    @Collymilad
    Also, seems the fashion now is that the PS3 has a killer lineup and the 360 has nothing? He mentioned plenty of exclusives coming out soon... I'll be playing SC and L4D2, good enough for me :p

    How is L4D2 still an exclusive when it's coming out on PC too? Have they just redefined exclusive as meaning "PS3 doesn't have it"?

    Why not just define exclusive as "the Xbox 360 is the only console beginning with X that this game will appear on" then every game is an exclusive.

  • rogueJT #64 2 years ago

    What's this "new Liberty City" game about?

  • BonzoBanana #65 2 years ago

    Why even bother to remove the hdmi cable. There are sellers on ebay with buy it now prices including delivery of £1.70 approx. A lot of that cost will be postage. They only cost pence to make.

  • monkeywithnoeyes #66 2 years ago

    nice.. so the big pressing questions of "why rise the price of the arcade and remove the cheapest entry HDD console - offering more "choice" to the gamer", and "why does MS charge 360 owners for dlc that developers/publishers of that dlc wish to offer for free?" were completely avoided again.

    Tom why didnt you remind him to actually answer the questions you put to him?

  • captainrentboy #67 2 years ago

    Having heard a couple of keynote speaches from both companies at a recent Conference, I'd say Sony have an ever so slight edge, exclusive software wise, over the next 5-7 months.
    But the Sony chap that was there announced that GT:5 wouldn't hit the UK until early next year, same with Heavy Rain and obviously GOW3. One 'game' that did surprise me was EyePet, if that's marketed well it could be a huge hit with the kiddies.

    But none of that matters, because the game of the conference for me and loads of other managers was Splinter Cell: Conviction. Holy shit did that look awesome!

  • TRUTH #68 2 years ago

    From day one Sony has been going on about GT5, Rachet & Clank, GOW 3, KZ 2...these are no surprises!. MS only lets loose on new games once there quite well into development; not mentioning them 3+yrs before hand (sony)... HD instant 1080p movies, facebook, twitter, last.fm, project natel - all around the corner. GoW 1 & 2, Forza 3, Halo:oDST, Crackdown, Shadow Compkex, Left4Dead, PGR 4 etc - all showed a few months before released or soon to be released within a year(except for Alan Wake). MS do hold back until ready esp with new IPs or sequals!

  • ShinMegami08 #69 2 years ago

    @ronuds: yes ffxiii, gran turismo and god of war are sequels, but its their first appearance on a next gen console. halo odst is a spinoff of halo 3(360), l4d2 is also a sequel of a 360 game, and the dlc for gta4 is also for the same console. you understand what i mean?

  • ronuds #70 2 years ago

    I understand, but I disagree. This entire "theory" on sequels not selling hardware is a myth which only surfaced when Halo 3 was being released. "Everyone who wants Halo already has a 360" everyone said. It wasn't true. Then Gears 2 came out, and everyone said the same thing, "everyone who wants Gears 2 already has a 360" and 360 sales skyrocketed that month too. The fact is, nobody can tell - and a sequel of Halo has a good a chance of selling consoles as any sequel can.

    I think in certain territories the PS3 will have boosts from certain games (i.e. FFXII in Japan, GT5 in Europe), but not worldwide for all of those games. Not to mention, but Uncharted 2 and God of War haven't historically been console sellers, anyway.

    Not sure why you keep mentioned FFXIII, seeing as it's not a PS3 exclusive except for in Japan.

  • rogueJT #71 2 years ago


    Why is he going on about 1080p movies when he claims that most elite users don't even use a HDMI cable?

    There doesn't seem to be a market for 720p let alone 1080p.

  • monkeywithnoeyes #72 2 years ago

    @truth.. all very well in theory.. but then you consider the fact that at this years E3 they announced crackdown 2, halo reach, and natal's milo ect. Then at Pax they announced fable 3. All games that ofcourse wont hit in the next few months, or at all on the brink of being complete. And worse.. shown in CGI trailer form - something sonys often been criticised for with its game announcements.

  • Alkeno #73 2 years ago

    I don't get two things:

    Why people get upset that a MS exec doesn't say much, he just can't! The point is that EG should not be wasting time interviewing people that can't talk freely. At least he doesn't badmouth the competence or invent bullshit to fool people. Give me Mark Reign or Kojima any day.

    And... why is suddenly so many people aroused/scared of PS3? It just had to come one day, they have been developing huge first party titles for many years and they just bunched together this season. The fact that it has taken Sony 4 years to have the lead in winter exclusives is just an impressive achievement from Microsoft.

    I don't see any reason to be frightened that there is no future for Microsoft's machine. 360 had a massive tide of AAA titles in 2007-08 and PS3 is having its massive AAA tide in 2008-09. After Christmas it will calm down for many months and then start all over again with 360 striking first and PS3 a year later. It's just the development cycle as it has always been I believe, nothing to be scared of.

  • MeBrains #74 2 years ago

    @truth: with a name like that you better get your facts straight, given you are wrong on GoW3 - that game had not been announec until a year into PS3's life.

    2nd "TRUTH" rebunked: MS only lets loose on new ames until they are well into development. I could understand you saying that about Halo:Reach. I can't on Fable III, nor can I on "Milo" or Natal for that matter.

    3rd: Instant 1080p?! You MUST be joking. My line can hardly handle YouTube. "Instant 1080p" is marketing bollocks - if it happens, I can't see why PS3 would not be able to do so.

    4th: GoW 1&2?! Are you not discussing 360 exclusives?!

  • carrotcake #75 2 years ago

    I've always disliked him.

  • Emmit_Assassin #76 2 years ago

    What's this guy on? He said nothing new, denied everything he could, and spouted a load of PR crap about Xbox being on top. IMO, neither machine is going all out this xmas. If it wasn't for Modern Warfare 2, I'd have nothing to buy this xmas. And as for the HDMI cable issue...WHO CARES? The prce has finally dropped again, and anyone that says it was planned before hand and they knew nothing about Sony's drop is a liar. They knew Sony would drop the price at some point, and so MS had thought of dropping it as soon as Sony did.
    Its all about the money for all involved, and anyone in MS or Fony that says they are in the gaming business for the games would need to prove it before I'd ever believe it.
    Go 3rd party, go!

  • rogueJT #77 2 years ago

    "I'd prefer an actual browser to Twitter and Facebook. Then you'd have all that crap and more."

    The browser on any console that I've tried, PS3 and DS, is absolutely and utterly a waste of time.

    It's a pointless addition to a console and MS know this.

  • Bruce_One #78 2 years ago

    I agree that we didn't really learn much from this interview... what was more telling was what he *didn't* say...

    LOVE the way he sidestepped the entry level 360 price rise. This guy is a real politician, in the worst possible sense. I've been behind 360 since the start, and still love it, but guys like these reduce my faith in Microsoft. However, at least they offer 3 years warranty on their consoles... after the recent media kerfuffle, I'm now waiting for my PS3 to die.

    The omission of the HD cable is simple.

    Sony don't supply one with the PS3.

  • GamesConnoisseur #79 2 years ago

    Aaron or any MS execs will be bounded by their roles not to harm MS the same way as Sony or Nintendo would. So left for us is really to quibbles in the style of delivery, character or the contents.

    Calling names or dishonest, then we can play same game with Kaz or others!!

    Sure I ll agree MS had weaken their focus on exclusive games for run up to Xmas or by allowing Sony to seem to have the better deck of cards may be a good thing in getting them to focus on getting better at this for 2010. Same way as it took Sony a while, 3 years or so to be calling the shots. Now noone would have bet on this position back in 2006.

  • VandelayIndustries #80 2 years ago

    rogueJT

    "The browser on any console that I've tried, PS3 and DS, is absolutely and utterly a waste of time. It's a pointless addition to a console and MS know this."

    BBC iPlayer justifies the inclusion of a browser all on its own.




  • davisorle #81 2 years ago

    "Eurogamer: Flattery will get you nowhere, Aaron."

    wow, usually i enjoypeople being ass to others cause im an as myself but being an asshole will get you nowhere as well. Being an ass is fun, crossing that line isnt. I found this remark very unnecessary.

    Didn't really enjoy the interview. Might be that remark making me not even wanna read it in the first place but not sure. I rather had Ellie this time asking half jokes, at least I'd read the interview in a better mood or something. And to think that I cant give a f**k about that dude from MS or any of them but still, like i said, not excused remark. Me, myself enjoy being responsible and having the honor being the one to answer for many, doesn't mean that you wouldnt be the dick i'd have to answer to. So maybe you took his answer wrong? :p

  • monkeywithnoeyes #82 2 years ago

    you dont need a browser for the bbc i player to be possible

  • JensonJet #83 2 years ago

    Another interview where the executive doesn't really say anything, only answers the questions that are positive, can't answer the difficult questions because he doesn't have the right information or knowledge... and the PSfanboys come out to tell PS3 has better games and the 360 sucks. I don't know who I hate more; dishonest executives or paranoid PSfanboys.

  • Shikasama #84 2 years ago

    Am I the only one to think that the exclusives issue is being blown way out of proportion?

    People simply don't buy a 200 pound piece of equipment because one game is out on it that isnt on the other. These exclusives are going to be bought primarily by the current user base of each machine and on that level, MS batters Sony because of the sheer strength of their exclusives brands.

    New installations come from price cuts, bundles and a wide range of games. With most games of importance being cross platform, price is the ultimate decider. That and whatever fanboy, brand loyalty bullshit people have talked themselves into.

    Way out of proportion

  • Spekingur #85 2 years ago

    He is no Kaz Hirai - thankfully. Otherwise he'd be talking about pretty the puffy clouds are in his X360 universe of superland, or something >:D

  • Xerx3s #86 2 years ago

    "@truth.. all very well in theory.. but then you consider the fact that at this years E3 they announced crackdown 2, halo reach, and natal's milo ect. Then at Pax they announced fable 3. All games that ofcourse wont hit in the next few months, or at all on the brink of being complete. "
    All to be released within a reasonable timespan (ergo, not decades ahead).


    "And worse.. shown in CGI trailer form - something sonys often been criticised for with its game announcements."

    No, nobody has ever been criticised for putting out a CGI trailer. Sony has been criticised for putting out a CGI trailer and then claiming it was ingame.

  • monkeywithnoeyes #87 2 years ago

    @Shikasama, thats probably the stupidest thing i've heard. Ofcourse people choose one console over the other because of the software available. Exclusives are more important this gen than they've ever been.. production costs in games are such now that VERY few 3rd party games are every exclusive to one console. Meaning first party support is all the more important.

    To say that nobody buys a console because of an exclusive title offered to that platform is crazy..and i can only assume you must be new to gaming. How many wii's have been sold off the back of wii fit? how many 360's sold off the back of Halo 3? trust that exclusives are important in attracting people to hardware.. if they werent then you wouldnt have microsoft, sony, and nintendo, investing in them

  • monkeywithnoeyes #88 2 years ago

    @Xerx3s, with Killzone 2 yes.. and sony reluctantly learned from such. It didnt stop people from criticising last years E3 Mag CGI trailer, infamous CGI trailer ect ... and when i say people i ofcourse mean fanboys

    MS filled this years E3 with CGI trailers simply because they needed something to offer, to tease. This years first party support has been slim pickings on the 360 compared to Sonys support of the ps3. Even Peter Molyneux claimed at the start of the year that 2009 would be pretty empty. And its the reason why MS promoted the summer of arcade so much, and why they list dlc when comparing their exclusive line up with sonys.

    Understand this isnt a fanboy rant.. this is just clear observation on which platform has had the strongest first party support this year. Nobody can denie that the AAA titles have come from Sony. And i'm talking full games.. not dlc, not expansion packs charged at full retail price.

    I have no doubt that MS will have a MUCH stronger line up next year.. which could possible be its strongest line up yet if they manage to bring us Alan wake, ME2*, Splinters cell*, Halo reach, Crackdown 2

  • Shikasama #89 2 years ago

    @monkey - You have a valid point, but the key difference between something like ME2 and Halo 3 is that Halo 3 was released when the console was new. If you were looking to buy the latest console, then you would look at the exclusives that would soon be released. Now the 360 and the PS3 are far beyond that. Hell, most of the games on the lists are expansions or sequels. Who is going to look at the PS3 and think 'Uncharted 2? Awesome! Obviously I haven't got Uncharted 1 because I don't have a PS3, but I'll DEFO get the sequel!'. It is pure common sense.

    Now the consoles are sold on their periphal services. Their online services (which is why, to a certain kind of consumer the facebook/twitter thing IS a big deal) and their online support is what sells the console. On top of that is the back cataloge, not the future catalogue.

    I did not say that nobody buys consoles because of exclusives, but it harks back to my point about the consoles being old. That kind of consumer (the 'pure' gamer and the kind that inhabits these comment threads) have already drawn their line in the sand and have either already chosen their console or purchased both. This is what I mean by new consoles won't be shifted by exclusives alone this christmas, they will be shifted primarily on price and then on bundles. As for the investment that that the companies put into exclusives, just look at how few of them actually exist. Their investment is generally siphoned into a few big brands and the bulk of the catalogue is covered by third party games. It is like any other company with a flagship product.

    People need to get out of their small minded pseudo industry knowledge and see things how they are.

  • monkeywithnoeyes #90 2 years ago

    @Shikasama, Halo 3 was released when the 360 was in its 2nd year.. and even with the 360 in its fourth year it doesnt mean its now fully established. MS are still pushing to shift consoles, you've a price drop for new customers.. not existing ones.

    Who's going to look at Uncharted 2 and think awesome? and have that game sway them to invest in a ps3? the same people that will have GT5, GOD of war 3, Killzone2, and any other hyped game persuade them to pick up a ps3. They dont have to of played the first in order to enjoy them. Most are established franchises.. they're going to attract fans of the franchise.. just like Halo 3 attracted gamers over from the xbox to the 360.Others will be caught up in the Hype. Even my gran knew what Halo 3 was through the expansive marketing - ms dont spend so much money marketing their games on simply the fans of the series who they know will buy it anyway, they invest in marketing to sell the game to EVERYBODY. I know a few mates who bought a 360 on the back of seeing gears 2 in motion. And i know that i personally have been swayed to finally pick up the ps3 after seeing Uncharted 2 in motion.. i doubt i'm alone.

    You've seen a big sales peak in the ps3 since the slim.Both consoles have now had a price drop. Its the exclusives that will attract people to one console over the other.. for if the ps3 played only the games i already have on my 360 then what would be the incentive for me to invest in one? Exclusives sell consoles.

    Fewer exclusives exist this gen because as i said before its nolonger viable for 3rd partys to support one console alone
    Edited by 1 at 22/09/09 @ 04:15

  • Jay-ITFC #91 2 years ago

    He totally sidestepped the L4D DLC question - that annoyed me...

  • Rubarack #92 2 years ago

    These interviews always strike me as a bit pointless, the reps can never accept any even slightly negative points as the headlines would be full of "Xbox rep admits to money grubbing on L4D DLC". So we get all these worthless non-commital answers instead.

  • mazzl #93 2 years ago

    no answers given, give me peeter moore back ;)
    looks not so good for ms, downloadable content are not really the best exclusives...

  • mgillespie #94 2 years ago

    Sound slike Microsoft are playing down TGS, 3 global shows in a row now they have been reamed badly by Sony...

    Not a great time to own a Xbox, as Halo ODST turned out to be such a lame overhyped pile a junk.

  • captain-future #95 2 years ago

    @ mkreku #2: He didn't really say much, did he?

    He wasn't asked hard enough... unlike some other EG interviews this was pretty boring or the dude is smarter than he looks because he stroke home his marketing messages even two times.