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Article: Microsoft targets gamers with HD DVD promos.
- Article from:
- Video Business
- Article date:
- November 5, 2007
CopyrightCOPYRIGHT 2007 Reed Business Information, Inc. (US). This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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By Susanne Ault
Despite selling 210,000 of its Xbox 360 HD DVD add-ons through September-more than any individual Blu-ray standalone player-Microsoft's strategy is to market the unit as a niche accessory.
This stands in contrast to Sony's PlayStation 3 strategy, in which Blu-ray movie playback is an integral component in the company's play for the mass market.
In fact, the attach rate of the HD DVD drive to the 6.8 million Xbox 360s in the U.S. is just 3%.
Microsoft is expressly targeting the drive to gamers through a variety of narrowly focused promotional bundling programs at Best Buy, Wal-Mart, Amazon.com and others.
'You ...