HEAD BLOG

Microsoft kicked off the first big conference of E3 this year. It held the attention of the audiences with previews of upcoming game releases such as Gears of War 3 and Halo Reach and announced and all new slimline Xbox 360 but it was the Hands-Free Kinect presentation that was really the focus of the show.

Originally named Project Natal, Kinect is an upcoming motion control peripheral that requires no controller. It tracks your body movements allowing you to interact with games directly and was touted as being able to do a lot more than the Wii. Basically, Microsoft is jumping on the motion control train (and Sony seems to be following suit with Move) in order to grab a slice of the Nintendo pie. It makes sense, of course. Nintendo have shown that there is a lot of money to be made in the casual gaming market and any business would have to be very myopic to turn a blind eye to that.  Microsoft want in. They want some of those brand new casual gamers playing on their console and in order to do that they’ve come up with Kinect. I don’t think it’s going to work out.

It should be remembered that when Nintendo started marketing the Wii they moved into a blue ocean of opportunity where there was no competition. Whilst Microsoft and Sony were focusing on the more hardcore gaming crowd with the 360 and the PS3, Nintendo struck out to attract a brand new audience who had perhaps never been interested in gaming before. It resulted in the Wii selling millions. It also resulted in a lot of gamers who prefer a larger amount of depth and complexity in their games buying a 360 or PS3 instead of a Wii. If Microsoft want to sell to the more causal crowd they will be mostly be competing with Nintendo for customers rather than attracting brand new ones. They will have to convince them that Kinect is worth spending money on; which could end up being pretty expensive if the customer doesn’t already own a 360. They will probably have to convince them that they need Kinect even though it is probable they already own a Wii. Most importantly of all, they are going to have to convince them that the Kinect can provide a different sort of entertainment than the Wii.

Ingenuity. That’s what helped bring so much of the Wii’s success. Unfortunately, it seems to be lacking on Kinect. For every popular Nintendo title then Kinect has an answer. If you enjoy playing Mario Kart, why not have a go on Joyride? If you like using Wii Fit for exercise then give Your Shape a try! And it goes on – the answer to Just Dance is Dance Central, to Wii Sports is Kinect Sports, to Wii Sports Resort is Kinect Adventures. They’ve even got a giant tiger/kitten pet simulator called Kinectimals which is very, very reminiscent of Nintendogs. Nintendogs was released in 2005. Have there really been no original ideas since then? Do Microsoft believe that the controller free technology on Kinect is enough to push these games onto customers who are likely to already own similar games? Maybe they do and maybe they are right. Maybe they plan to make games in the future that really push the limits of motion control with new and interesting ideas. At the moment, I wouldn’t bet any money on it.

There is only one sure-fire way to create new gaming audiences and to put consoles in the hands of people who may not have wanted one previously – innovation. An audience normally doesn’t know what it wants until you invent it and tell them so – something Nintendo did very well with the Wii. To be fair, innovation is hard to do and it is easier to try and jump on a bandwagon for an audience that has already been proven to exist. Kinect is playing it safe by chasing Ninentdo’s casual gamer but it is unlikely to reap the grand rewards that Microsoft is hoping for.

Have Microsoft allowed too much time to pass between announcing Natal/Kinect and its release? From all the chatter at E3 it seems the veneer has worn thin and people have already moved on to the next big thing.

It’s been a few years since anyone at Head First attended E3. We tried it for a while, went along with the belief that decisions and impressions were made in equal quantity and that we would break into the States with our creative vision for how video games ought to be marketed.

The truth, however, is that E3 is a show for the public. It is designed to impress the journalists who then trumpet the products they fall for. It really is an amazing event for bringing the spectacle of gaming to the attention of the world.

Last year, that spectacle revolved mainly around Natal, a new take on technology championed by Nintendo through their groundbreaking Wii system. Natal, by Microsoft, blew everything else out of the water by appearing larger than life and selling itself on a dream.

It was a dream that managed to make Nintendo look as though they were just mumbling in their sleep. Here was the true vision of motion control, the future in vivid technicolor.

Microsoft had done what few people credit it capable of doing, they’d pulled an Apple out of the air.

Move on a year and much of the talk about Natal centres around the renaming to ‘Kinect’ an ugly portmanteau to many; and around fake families showing off the technology in demos that many commentators are labelling as disappointing. The buzz, hype and excitement of a year ago has been replaced by reality.

Practical limitations for gaming have been raised over this past year and the answers don’t sit well with the hardcore. Sony, touting their own motion controller now neatly called ‘Move’ are on full assault, pointing out that games need buttons and who wants to be seen playing with invisible guns like a five year old.

It’s clever marketing on Sony’s part who were seen as the poor cousins only last year with technology totally lacking in ‘wow’.

But timing really is everything and now the playing field seems a whole lot more level.

If Microsoft had announced, wowed and released within months rather than a year and a half then maybe they could have carried us along just as Apple seem to with each of their visionary but crippled devices.

That, however, isn’t the case and we’ve had a year to consider what we want (if anything) from motion controllers and are in a position to make calm, informed decisions. That means the money men must also address the economics of these devices, counting them against percentages of current ownership rather than, as once hoped, driving hard core consoles into the Wii owning public where fake families have been happily jumping up and down, waving their primitive sticks in the air, for years.

An eye on the future

Natal is exciting.

I was excited when the Wii was announced (and remain so to this day) but Natal is something else entirely. A hands-free approach to gaming which can change everything.

At Head First, where we strive to find what is exciting about any product, that’s something to sit up and pay attention to.

What’s more exciting, however, is how Microsoft are beginning to crank up the interest in it.

On Wednesday, Sony issued a press release to inform the world that their version of the Wii motion sensor was delayed. For those of you who aren’t glued to video games, Sony are entering the same market as Nintendo Wii motion and Microsoft’s Natal system. Their answer, announced last year will arrive in the form of a wand device which would be tracked by cameras similar to those on the Nintendo Wii.

On its own that would have been impressive.

But then Microsoft blew everyone out of the water with Natal. If that were me, I’d have taken my wand home and sulked for a while, muttering about not being understood.

To their credit, Sony haven’t done that and without getting a hands-on experience I can’t tell whether it won’t be even more successful than Natal. I certainly hope it competes because I love what Sony does.

So what’s exciting about Microsoft’s approach?

Apart from the technology, which sounds amazing, it comes down to Wednesday and Sony’s press release.

Microsoft took their time, all of a handful of hours, and responded with a bold claim about Natal.

It was, they said, “fraught with risk“.

This is a great thing to say. Put yourself in a movie for a minute and listen to the dialogue when two heroes are faced with an almost impossible situation. They think of a plan. “It’s risky, ” they say, “but it might just work”.

That’s what Microsoft have effectively done. Showing great confidence in their product by making claims to the contrary.

It sounds like they aren’t going in quiet on this one.