Video downloads will help broaden Xbox 360's appeal

While still considered a gaming device at heart, the new video store will help broaden the system's appeal according to Microsoft's UK head of Gaming and Entertainment.

Speaking to GamesIndustry.biz, Stephen McGill noted that the company's heritage, coming from the original Xbox, is that of a "gamer's console."

"But while we still want the games for gamers - that's our ecosystem of retail, publishers, developers - a lot of our focus, energy and resources are going on broadening our appeal, both from a game point of view and an entertainment point of view," he said.

"It might take time for people to perceive that on an equal footing, but a lot of what we're doing is around broadening our appeal to kids, to women, to girlfriends, mums and dads to a degree - whether that's gaming or broader entertainment."

Microsoft aims for its video releases to replicate its software releases, having key titles launch at a regular rate throughout its lifecycle.

"...[E]very time there's a new release that comes into the video on demand window we'll try and make sure that that's communicated to our audience," said Robin Burrowes, Xbox Live marketing manager for the UK.

"Titles like Ocean's 13, titles like Harry Potter with the great franchise that it's got behind it - they're certainly titles we'll get behind in our physical marketing solutions."

Xbox Live users can expect to see movies released on the service approximately five months after the theatrical release.

"Typically what happens in the way that the industry works is that first you get the theatrical release, then three months later the DVD retail and rental window opens, and then VOD and pay-per-view is currently set 60 days after that," Burrowes said.

Both Burrowes and McGill were pleased by the evolution of Xbox Live, which has already surpassed 8 million users worldwide.

"We've been around for five years now since the service launched globally, and to have the video service launch in the context of the full update, it just really takes the service up a level — it's a whole broadening of the proposition," said Burrowes.

The complete interview with Microsoft's McGill and Burrowes can be read here.