Xbox UK marketing director says Xbox must maintain ‘challenger mentality

Xbox UK Marketing Director Harvey Eagle has told MCV that the Xbox One now finds itself in a “good spot” after overcoming many of the issues and criticism it has faced since it s reveal in May.

Harvey Eagle stated, “We unveiled Xbox back in May and it has been an interesting journey for us, I don t think that will be a surprise for me to say, Where we are now, a few days from launch, is in a good spot. There s great demand for the console out there and we are wholly focused on launch and excited by that.”

“There have been challenges along the way and I think we have done our best to respond to those challenges in what we think has been in the right way for our fans. And we think we have a great launch line-up of games.”

However Eagle believes that if the Xbox One is to succeed, it is vital that the Xbox keeps that challenger mentality which saw the Xbox 360 beat the PS3 to become the most popular current-gen console and the biggest gaming platform in many territories.

“When we launched Xbox 360 we were very much a challenger brand, and over time became the market leader,”

“It is important that we maintain that challenger mentality that served us so well over this current generation. That said, this is the biggest ever launch we have done, both in terms of the volume expectation we have set ourselves and the investment we have put into launching Xbox One. So it makes this bigger than anything we have done before.”


Source: *MCV