Microsoft Planning New Entertainment Brand?

Questions are coming up on whether or not Microsoft is planning a new “entertainment brand” to help push it’s controller-free gaming and entertainment experience, Kinect.

As TeamXbox reports, Microsoft might be planning a new “entertainment brand” to push the company’s Kinect. Microsoft is expected to announce “plenty of Kinect centric fare” including unannounced projects and a whole new brand focused on the Kinect Sensor.

Frank Shaw, Microsoft’s VP of Corporate COmmunications, notes that 40% of all Xbox related activities are not gaming related. If 40% of Xbox users are not gaming, what are they doing? This can range from watching movies on the Zune Store, using the built-in DVD player, checking Facebook, or sending other Xbox users messages.

“The vision for Xbox is straightforward: All of the entertainment you want. With the people you care about. Made easy. That is why you’ve seen us invest in partnerships with ESPN, Netflix and Hulu. That is why we’ve baked social directly into the experience with Xbox LIVE – connecting gamers, friends and families across the globe. That is why you’ll see Xbox marketed more as an entertainment brand this year,” said Frank Shaw.

Is Microsoft planning on making a new entertainment brand or will the company simply use the name for a marketing banner to advertise all non gaming related services? Perhaps Microsoft will use this to organize all these services on the Xbox dashboard? We expect to see more about this at E3 next week.

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