That's the tag-line you'll be seeing in every Xbox-related advertisement from now on. I would've thought this was one of the first written sentences of my 7-year-old sister, but it seems it's what Microsoft's new global advertisement and brand positioning campaign will base itself around.
Along with this, the presentation of MS' new long-term branding strategy, X03 offered the announcement of new Xbox Live pricing plans, a plethora of both playable and non-playable games, literally blinding amounts of Xbox-green lights and way too much tequila. And the first playable version of Xbox-exclusive Rainbow Six 3. We're glad we stayed home and avoided deliriousity.
This year's event was held on a secluded beach in beautiful Nice, France. There's been two previous X0 events, X01 and X02, which were held at French designer Pierre Cardin's "Bubble House" in Cannes and La Isla Magica in Seville respectively. Last year's show was the most memorable of the two as it it was held in conjunction with of one of the biggest announcements of 2002, Microsoft's Rare purchase. As a result of that, expectations where high for the press conference this year, but dissapointingly no announcement of X02's calibre was made, but that's not saying something interesting didn't come out of it...
OK, I lied.
Microsoft and Epic Games Collaboration
Probably the most note-worthy unveiling at X03 was Microsoft's announcement of a partnership with Epic Games and their newly-founded Scion Studios. Epic, best known for their rather popular Unreal engine and game franchise by the same name, will along with Scion develop games exclusively for the Xbox as well as the PC. This purchase won't spark quite the same stir last year's acquisition (Rare) did, although it'll be interesting to see how much Microsoft will earn on having console exclusivity on the Unreal series and any other games coming from Epic.
Xbox Live Expands in Europe
A few Xbox Live-related announcements were made during the show, admittedly delighting yours truly. Microsoft's online service will launch in six more European countries come 30th October, including Austria, Denmark, Finland, Ireland, Norway (that's where I am!) and Switzerland, bringing the amount of XBL-enabled countries to 14. Previously the service has been launched in Belgium, France, Germany, Italy, the Netherlands, Spain, Sweden and the UK, as well as 3 non-European countries; USA, Canada and Japan.
Micheal Cassius, senior director, Xbox platform and marketing comments: "We're excited to bring Xbox Live to even more European gamers, opening up the thriving European Xbox Live community to six new countries. We already have a global Xbox Live community of more than 500,000 gamers and now even more gamers can enjoy great social gaming experiences with Xbox Live, creating their legends and battling across a wide variety of fantastic games."
European Xbox Live Price Plans
Along with these new launches come new European price options which will begin this December for trial-offer gamers and 14th March 2004 for excisting users, allowing them to choose between monthly fees at £4.99/€6.99 (AUS: approx. $12) and renewal of their excisting annual subscription for £39.99/€59.99 (AUS: approx. $100). Also, by buying a game featured in a selection of XBL-enabled games during a certain peroid of time - starting in October and ending 31st March of next year - new subscribers will be offered 2-month trial vouchers. This selection includes:
o Amped 2 (Microsoft Game Studios)
o Crimson Skies (Microsoft Game Studios)
o Dancing Stage Unleashed (Konami)
o Links (Microsoft Games Studio)
o Magic: The Gathering (Atari)
o Project Gotham Racing 2 (Microsoft Game Studios) (review)
o TOCA Race Driver (Codemasters)
o Sega GT Online (Sega)
o Star Wars Jedi Knight: Jedi Academy (Activision)
o Tom Clancy's Rainbow Six 3 (Ubi Soft)
o Top Spin (Microsoft Game Studios)
o Xbox Music Mixer (Microsoft Game Studios)
o XIII (Ubi Soft)
Microsoft need to start following safety guidelines.
Closing up, here are the results of the Game of the Show awards, voted for by a panel consisting of European games journalists:
Game of Show - Rainbow Six 3
Technincal Achievement - Ninjai Gaiden
Innovation - Fable
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