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Xbox One: 'Advertising Is Part Of The Actual Experience'

Adam Barnes

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Microsoft could use the new and improved Kinect to target adverts to its users on the Xbox One.

Published on Jul 4, 2013

Many gamers already have concerns over the Xbox One's mandatory Kinect functionality, and a recent comment from Microsoft employees could add extra concerns to the pile.

"With the new Xbox One, the technology and Kinect has improved a lot,” said the technical account manager for Xbox Live Advertising speaking to StickTwiddlers - who didn't supply any names for the various representatives.

This improvement in technology means "the voice recognition, the way you speak to your Xbox and the transition between gaming and watching TV is a lot smoother, and hopefully we can transpire that into advertising that we do."

While this means Xbox Live will be able to better target advertising on the Xbox One Dashboard, an Xbox Live Advertising developer suggested it isn't quite that intrusive.

"This sort of works at two levels," the developer said. "There’s the game producers who have a different API, so a different set of code and system that they use, and they’ve got a lot more control of the whole thing.

"Whereas from the advertising point of view we have a slightly more limited set, which is designed to protect the user. The company is very keen on protecting the user from any sort of abuse so we can’t do certain things."

A senior digital art director/UX designer for Xbox Live advertising added that on Xbox One "the ad is part of the actual experience, it’s not something that is outside.

"The only difference is that the advertisement we have is quite small and not disruptive so people are not aware of clicking on the banners because they know this is a part of the whole experience on the dash."

The art director suggested that users on the Xbox already know that there's no risk attached to selecting it, so "they won’t be hit by something crazy or something dangerous like on the web. Everything that lands there, we create."

Meanwhile the technical account manager for Xbox Live Advertising that the Xbox One will be an exciting time for the advertising team at Microsoft because the Xbox One is "built with advertising in mind".

"It’s going to be an exciting transition though because the 360 console wasn’t built with advertising in mind, it was more of an afterthought, so we’ve had to adapt to the technology and how we work to fit them in to the console,” said the technical account manager.

"Whereas this new one is going to have advertising in mind," he added, "so a lot of the limitations that we have now, hopefully the release of the boundaries will [be] widened so the opportunities will be a lot greater."

 

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