Microsoft discusses Wii-esque Project Natal branding strategy
by Christopher Grant 
{ Oct 15th 2009 at 2:30PM } 
On May 11, 2004 Nintendo president Satoru Iwata announced the "Nintendo Revolution" to the E3 audience and, while he didn't show off the motion-based controller (we wouldn't see that for another sixteen months, at TGS 2005), he did promise "an unprecedented gameplay experience." The Revolution would offer "something no other machine has delivered before." The following May, over two years after first announcing the "Revolution," Nintendo revealed the product's final name just before E3: Wii.
When we asked Microsoft's Robbie Bach, "When can we stop calling it Natal?" at a recent Open House event, the exec wasn't shy about comparing the company's strategy to Nintendo's. "When Nintendo came out with the name 'Wii,' people sort of said 'Oh gosh, that's kind of a goofy, weird name.' I haven't heard a comment about it being a goofy name since the week after they announced the name," Bach said. "And suddenly, people just called it the 'Wii' and moved on." And, specifically, they've moved on to buying them en masse.
At this year's E3, just after Microsoft unveiled Natal, we heard a similar message from Albert Penello, director of global marketing for Xbox. "The gaming community that's paying attention at E3, they follow this stuff so closely I'm not worried about confusing them," Penello told Joystiq. "The guys who are actually going to buy this -- the mass consumer, if you will, that doesn't pay attention to this -- they have a three to six month attention span. So I'm not worried at all."
With Nintendo's successful (albeit enormously unorthodox) rebranding serving as a guide, Bach said, "I think whatever we decide to call Natal will become the name quickly." With a rumored fall launch (just like the Wii), and a "three to six month attention span" to take into account, one might expect to hear the real name for Project Natal somewhere around E3 this year. Or perhaps a little bit earlier, just like the Wii.
Reader Comments (Page 1 of 2)
CheeziePotato [Has finally become a Super Saiyan] @ Oct 15th 2009 2:32PM
I'm not going to buy Natal. I don't want to be the conroller.
CheeziePotato [Has finally become a Super Saiyan] @ Oct 15th 2009 2:32PM
*controller
Faceman @ Oct 15th 2009 2:33PM
first post fail.
Jimbotron @ Oct 15th 2009 2:45PM
Lazy?
Maurice M @ Oct 15th 2009 2:54PM
It's not about being lazy, it's about it not being fun.
johnnynumber5 @ Oct 15th 2009 2:55PM
Jimbotron @ Oct 15th 2009 2:45PM
Lazy?
_________
@Jimbotron
Maybe he isn't interested in it because the awful implementation and response time of the Wii mote turned him off.
Maybe he works for a living and doesn't want to come home from a hard day and bumble fuck around like an idiot to enjoy some gaming.
Maybe as he said he simply isn't interested in being the controller.
We can't all like the same things and just because you are bat shit crazy over the Wii doesn't mean everyone else that doesn't follow in line is a lazy bastard. Some people really haven't been that happy with the Wii experience and the last thing they want on their PS3 or 360 is more of the same they got from Nintendo.
Cody @ Oct 15th 2009 3:06PM
I am dying over here over the huge amounts of cruel irony being laid upon the Xbox fan boy masses. For years they have been the harshest critics of not only Nintendo, but everything to do with Wii and what its about, and anything not doing everything just like the Xbox brand does it.
Now, here they are, getting mud slung right in their faces as their beloved brand is showing them they are about what every other brand is about: $$$$$$$$. Nintendo is making $$$$$$$ that Micorsoft wants. Get over it. Times a changin! Nintendo faithful dealt with it back in '06, some love it, some don't. Now it's Microsoft/Sonys turn!
CheeziePotato [Has finally become a Super Saiyan] @ Oct 15th 2009 3:08PM
Exactly what johnnynumber5 said. When I come back from a long hard day of work, I like to play video games. I just sit of the couch, grab my controller, and play games. Video games for me are relaxing, I don't want to jump up and down or wave my arms like a complete idiot in front of my TV.
Cody @ Oct 15th 2009 3:10PM
Sadly enough Cheezie, I think that's exactly what Microsoft wants you to do with Natal.
Shagittarius @ Oct 15th 2009 3:10PM
Project Fatal
Captain Planet [Planeteer | Power of Captain Planet] @ Oct 15th 2009 3:11PM
I'll buy Natal if some [perverted] developer makes it so my penis can be tracked by it.
Though I aware, tracking of such small objects may be impossible.
:sad face:
Shagittarius @ Oct 15th 2009 3:14PM
Your :sad face: is hanging down there pretty low...
Captain Planet [Planeteer | Power of Captain Planet] @ Oct 15th 2009 3:15PM
I know, it's my middle nut. It's keeping "the boys" company.
james @ Oct 15th 2009 3:17PM
poor captain planet
Mr Mobius - the wandering artist @ Oct 15th 2009 3:26PM
But if Captain Planet can't have love then what the hell was the point of the Asian kid?
Captain Planet [Planeteer | Power of Captain Planet] @ Oct 15th 2009 3:27PM
:sadder face:
Captain Planet [Planeteer | Power of Captain Planet] @ Oct 15th 2009 3:31PM
His name is Ma-Ti and he's South American you asshole! And he knows how to touch a man!!
[ArchiGamer] [KNOWN TO CAUSE INSANITY IN LABORATORY RATS] @ Oct 15th 2009 3:33PM
......
dAnixx @ Oct 15th 2009 5:02PM
project NotATALL
Duke @ Oct 15th 2009 5:43PM
I am shocked to say this but bravo to johnnynumber5 - I think he nailed the problems quite perfectly!
dood @ Oct 15th 2009 9:55PM
now you must squat and stand and squat and stand and squat to teabag someone repeatedly, tea bagging a random stranger will become a fitness routine.
X-singular @ Oct 17th 2009 1:26PM
@Captain Planet:
You Don't need Natal for that....
[slightly-NSFW LINK]
http://www.sankakucomplex.com/2009/09/24/penis-recognition-promised-in-love-death-4/
Faceman @ Oct 15th 2009 2:32PM
makes cents
Vcize @ Oct 15th 2009 2:36PM
I think it will probably even make dollars.
sonicspike41 @ Oct 15th 2009 2:37PM
Depending on how well it does, it might even start printing those dollars.
Rhamsey @ Oct 15th 2009 2:37PM
second post fail?
Dr. Bradwart [100% Reagan Conservative!] @ Oct 15th 2009 2:38PM
Dollars? Better turn lead into gold if Microsoft wants to make any 'real' money.
[ArchiGamer] [KNOWN TO CAUSE INSANITY IN LABORATORY RATS] @ Oct 15th 2009 2:39PM
Dollars? Maybe. Diamonds and gold? Not yet.
Cody @ Oct 15th 2009 3:08PM
If they take this route described in this article (i.e. copying and going after Wii head on) then they will hardly make pennies.
Sony has the right idea. Sure they have a borrowed "concept" from Wii, but they are going about it in their own Sony way.
DBuck_Eye @ Oct 15th 2009 4:14PM
How is Microsoft copying Nintendo while Sony is putting it's own Sony spin on it? Microsoft is using a Camera while Sony is using a wiimote knockoff.
Not saying Microsoft isn't copying Nintendo (maybe they are, maybe they aren't), but they sure as Hell are putting more of a spin on it than Sony.
Vcize @ Oct 15th 2009 4:38PM
DBuck, don't worry about it, the Xbox killed Cody's mother. I'm sure you understand.
Faceman @ Oct 15th 2009 7:17PM
yes, much copying is goin on but hopefully Natal will be dev'd for hardcore games and what they're borrowing is only the advertising strategy. As a businessman, any proven strategy is worth a try.. especially if it helped make the Wii the top selling console to date.
Dr. Bradwart [100% Reagan Conservative!] @ Oct 15th 2009 2:34PM
So it's going to be called the WiiToo?
Ridgecity @ Oct 15th 2009 2:48PM
it looks like the Wii Fit box. Microsoft can do better
Ashitaka @ Oct 15th 2009 3:05PM
third post fail?
Faceman @ Oct 15th 2009 7:20PM
Affirmative, Ash. Affirmative.
CzAr @ Oct 15th 2009 8:11PM
WiiToo can play.
Dr. Bradwart [100% Reagan Conservative!] @ Oct 15th 2009 2:37PM
I'm pretty sure people are still making fun of the name "Wii".
In Soviet Russia, Wii waggles YOU!
[ArchiGamer] [KNOWN TO CAUSE INSANITY IN LABORATORY RATS] @ Oct 15th 2009 2:38PM
The problem is they called it a weird, funny name first instead of something more cool like.
Revolution= Cool ass name
Wii= 5yrs of horrible puns
Actually, never mind, that might work in their favor...
Chris D.(PSN: Aggie_CEO | XBL:The Aggie CEO | Steam: Aggie_CEO @ Oct 15th 2009 2:43PM
"Xbox Motion" coming soon.....
I still liked "Revolution" better than Wii....but like Gamecube better than Dolphin
Vcize @ Oct 15th 2009 3:26PM
Katana > Ultra 64 > Nintendo 64
Musicman247 @ Oct 15th 2009 6:50PM
Xbox 360 Revolution.
A revolution is the circular motion of an object, so it would make sense that a controller based on your body's movement might be called that.
Makes sense to me, at least.
joewood @ Oct 15th 2009 2:45PM
All that 'you are the controller' stuff..
You can bet that they will call it the U-BOX.
johnnynumber5 @ Oct 15th 2009 2:48PM
Did anyone else think this line sounded pretty harsh?
the mass consumer, if you will, that doesn't pay attention to this -- they have a three to six month attention span. So I'm not worried at all."
Microsoft and Sony are going to face more challenges than the Wii did because 1. These motion controllers didn't launch with the console and 2. The userbase of each console is decidedly more hardcore than that of the Wii fan base. Thats why you've seen MS and Sony show existing core games with the devices (360 - Burnout PS3 - RE5) ... I'm only interested in motion controls than 1. Don't suck, 2. Make sense for the game and aren't there just to be there and 3. Are in games I actually want to play.
Supposedly the PS3 controller will be backwards compatible with some of the existing catalogue (not sure about Natal) so that could be a good way to convince why I should want the new device. If it changes the experience of a game I already played for the better then it's a good thing if not then it's a bad thing.
I don't think MS can just copy Nintendo's strategy at every point and expect to be a success just like the WIi. Remember, the WIi platform was built around the WIi mote and motion controls where as the 360 wasn't at all and the PS3 was to a much lesser extent in the form of six axis (which is still under utilized.)
The only way this stiff will work is if it makes sense and enhances the experience. No amount of marketing gibberish is going to change input lag and reponse issues should they exist.
TriviumSuffocationTheBlackDahliaMurderLambOfGod @ Oct 15th 2009 2:51PM
Adding in motion controls to games that are already released is not a good strategy. As we've seen many times, when the controls are just shoehorned in to a normal game, it's not compelling or fun. Just give me the normal controller for that.
Natal and Sony's wand will succeed if they have some new IP that use the new interface in an interesting way.
johnnynumber5 @ Oct 15th 2009 3:02PM
It's a case by case basis. If motion controls for a game make sense then they should be implemented so people can try them out and see the difference. You most certainly need new software that is compelling but if all you have is motion based exclusives you only further fragment your user base. The point has to be to make core gamers interested in motion controls. If you can do that (however you do it) then it will take off and the casuals will also embrace the platform. You need to give people a reason to want the controllers and the only way to convince them is to give them a frame of reference and show them how these controls made that old game feel new again.
Vcize @ Oct 15th 2009 3:28PM
As much potential as the Natal has with ideas that none of us can even dream of, it's all useless if the thing ships with as much input lag as it's had on all the demos.
It'd still be cool to navigate through the dash all Minority Report style, but that's not enough. It will only work in games if it's lag free, and so far it does not appear to be.
Caveman @ Oct 16th 2009 12:04AM
@ Johnny
I'm only interested in motion controls than [sic] 1. Don't suck, 2. Make sense for the game and aren't there just to be there and 3. Are in games I actually want to play.
I think that's exactly what Microsoft has been saying since they announced Natal.
Not tacking it on to old games: http://www.joystiq.com/2009/09/25/dont-expect-old-360-games-to-add-natal-support/
Making sense for the game: http://www.joystiq.com/2009/09/11/halo-will-incorporate-natal-when-it-makes-sense/
Points 1 and 3 are the exact same idea.
TriviumSuffocationTheBlackDahliaMurderLambOfGod @ Oct 15th 2009 2:48PM
Microsoft won't just have to market this heavily, but they'll also have to have a broad assortment of games for the casual and hardcore that are actually top notch, if they want to make Natal a success.
I know Microsoft has touted this as a new platform, but I hope they really believe that, meaning they need those killer apps to sell this. And they have to have big devs continue to support it throughout its life in a meaningful way, not like the Eyetoy or Vision cameras.
If they can do this, then I think Natal will succeed, but I still question if they can have the momentum to drive it and the games to bring in both causals and hardcores. We shall see next year.
Rodrigo @ Oct 15th 2009 2:50PM
For the ones that dont know...
NATAL means "Christmas" in portuguese.
Maybe they want to market the Natal as a "gift" for you =P