GAMING + SOCIAL MEDIA
BRANDS WILL “LIKE” XBOX ONE'S SOCIAL FEATURES Jimmy Barker In 2009, Microsoft tried to bring social media to gaming consoles. It didn’t work. With limited functionality, the Facebook and Twitter applications for the Xbox 360 sputtered and were eventually removed from the Xbox Marketplace. Now, Microsoft has a second chance with the its next-generation console with an arsenal of impressive social features. In 2014, gamers will be able to share screenshots and videos of their virtual adventures directly to Facebook using the console’s built-in DVR. So, when you slay a dragon or demolish an alien overlord with your bare hands, you’ll be able to rub it in your friends’ faces with the push of a button. You’ll also be able to stream live gameplay footage to Twitch, a gaming content hub with 44 million monthly visitors – a number that’s destined to grow as a result of partnerships with both Xbox One and PlayStation 4. It doesn’t end with these shiny new sharing options, either. Facebook and Twitter have their of the console’s essential features. For example, the familiar Friends app, which provides real-time information about your online buddies’ activities, has been redesigned and now closely resembles Facebook’s newsfeed.
When you slay a dragon or demolish an alien overlord with your bare hands you’ll be able to rub it in your friends’ faces with the push of a button.
There’s also the new “Follow” feature. Unabashedly taking cues from Twitter, you can now follow other players, giving their content priority placement in your activity feed. So, your Xbox One will notify you when a followed player posts an awesome gameplay video, just like your phone gives you a heads up when Ellen tweets a hilarious joke. Where marketing is concerned, the “Follow” feature could be a game changer (pun intended). Just as Twitter has given Katy Perry a preposterously large megaphone – her horde now growing to 48 million strong – someone will soon become the world’s have a direct line to an almost obsessively engaged audience of 46 million Xbox Live subscribers: 25-44 year-olds who spend an average of 87 hours per month on their consoles. That’s an enormous platform for opinion sharing. Imagine the potential sales boost an upcoming game might enjoy if Xbox One’s top gamer gushed about the title in a live stream viewed by the masses. A negative review, on the other hand, could be just as impactful. Personally, I’ve made past purchase decisions based entirely on the opinion of one trusted friend. That a single gamer might wield sweeping authority over all of Xbox Live is noteworthy and a testament to the powerful social tools the Xbox One is introducing. While the potential marketing opportunities created by gamer-generated content and social sharing are immense, they’re also marred with uncertainty. Will brands be permitted to directly sponsor gamers? Or will there be limitations? Would Microsoft consider selling ad space on popular channels? It’s all a bit up in the air right now. What’s certain, though, is that the internet is about to witness a serious uptick in gaming content. Until now, expensive, specialized equipment was required to share your personal gaming experiences, but the new consoles are set to democratize the medium. Production and consumption will be easier than ever – and that could put more than a little stress on my analog friendships. But, hey, if you need to get in touch, you can always “Follow” me.
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