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Xbox 360 'not a games console'

It was obvious just from looking at the super cheesy adverts Microsoft put out for the Kinect that they were trying to move the Xbox 360 away from the video game market (or at least, into other markets), but now the company have made that intention extremely clear through their CEO Steve Ballmer, who has reclassified the console as an ‘entertainment centre’.

Ballmer even went as far as saying that the Xbox 360 wasn’t a gaming console, which factually inaccurate, frankly. It might be an entertainment centre as well, but you’re not going to hide the fact that it’s primarily for playing games and always was. You’ve got to love corporate b******-speak, haven’t you?

‘You go to your average 15-year-old boy, and he will say 'I'll take an Xbox’,’ said Ballmer. ‘I want that average 15-year-old girl as excited about the Kinect, and we haven't done as good a job drawing in that broader set of demographics.

‘If you want to know where is the consumer heat, the things that people want to get their hands on, it's Xbox and Xbox Kinect. I think about my own family. My wife used to say, 'No, no, that's the machine the boys use,' and now she says, 'Yeah, I want to go watch movies. Let's go play the dance game’.

‘It opens up accessibility to family entertainment because with the Kinect, you control these systems with your body, with your voice. We've opened up the world of content in TV, movies. You just sit there and say 'Xbox' or 'play movie’.

‘Xbox isn't a gaming console. Xbox is a family entertainment center. It's a place to socialize. It's a place to watch TV. We have Hulu coming. It's the only system where you are the controller. Your voice, your gestures, your body.’

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