Xbox Gaming in South Africa

No one can deny that the Xbox 360 has been a tremendously successful console - the top selling console for the last year, with over 53 million sold. But Microsoft wants the Xbox brand to be synonymous with more than just gaming.

In a recent post on the Official Microsoft Blog, Vice President of Corporate Communications Frank X. Shaw explained how the Xbox 360's role has shifted from a hardcore gaming console to that of an all-round entertainment hub.

"While people are still playing a ton of video games, 40 percent of all Xbox activity now is non-game," stated Shaw. "Put another way, we’re seeing an average of 30 hours of video consumption per month per Xbox, a number that is growing fast. And people are expecting more – more options, more games, more videos, more entertainment."

According to Shaw, this year Microsoft will nurture this shift even further.

"The vision for Xbox is straightforward: All of the entertainment you want. With the people you care about. Made easy," explained Shaw. "That is why you’ll see Xbox marketed more as an entertainment brand this year."

Expect to find out more on how Microsoft plans to expand on this vision at E3 next week.