Home Gaming Aaron Greenberg Questions Consumer Demand for Home 3D

Aaron Greenberg Questions Consumer Demand for Home 3D

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Speaking to VG247 at E3, Microsoft’s Aaron Greenberg has questioned whether the market is really ready for consumer-level 3D.

Sony’s doing their hardest to push 3D technology, incorporating native support for the feature in its TV’s and the PS3. Microsoft, it seems, is keener to take a “wait and see” approach.

“The question is whether or not the consumer demand is there,” said Greenberg, presumably between powdered doughnuts. “That’s the unanswered question.

“We’re not a consumer electronics company that’s trying to sell 3D TVs, so we have the benefit of waiting until the market responds. We’re going to take probably more of a pull than a push approach.”

Although they didn’t highlight any 3D gaming at E3, Greenberg asserts that the Xbox 360 is 3D ready.

“We’re a fully 3D-capable console today. We support 3D games that are in the market today. If you look at things like Avatar and the new Batman game, and some of the titles that were announced in 3D [at E3] like Crysis 2, they’re coming to Xbox 360.”

“There’s no confusion that anyone looking for a 3D gaming experience will find those same experiences on the Xbox.”

I’ve “experienced” home 3D, played a few games in 3D, and came away unconvinced. It’s neat technology for sure, but until the time comes where glasses are no longer necessary for 3D viewing, I can’t see consumer demand extend far beyond the affluent early adopters. too many people have only recently joined the HD crowd to go replacing their equipment with rather expensive 3D TV’s.

Source : VG247

Last Updated: June 23, 2010


  1. Uberutang

    June 23, 2010 at 14:33

    Xbox got me to buy a HD tv in 2006.

    PS3 will make me buy a 3D tv in 2011.


  2. Al360rulz

    June 23, 2010 at 15:12

    yeah tru but i have to agree i’m not ready to replace my overpriced joy just to play 3d i’m in the same boat gonna wait and see


  3. Bobby Kotick and the burning xbox 360

    June 23, 2010 at 16:07

    I called it lads. The xbox 360 Slim is a melon. Here’s video evidence of a new one slowly dying due to overheating. :wassat:

    I have to ask though, who in their right mind have so many consoles and secondly… who plays a violent game in front of a toddler? :blink:


  4. Bobby Kotick

    June 23, 2010 at 16:13

    I’m sorry for the duplicates, but my browser gave me an error each time I tried to post. 🙁 Now I feel like a royal putz.


  5. Bobby Kotick

    June 23, 2010 at 16:38

    I definitely agree with Greenberg on 3D. I just don’t understand how it’ll be useful to us. In any case, it sounds like a desperate attempt by Sony to push 3D tech down our throats.


  6. Gavin Mannion

    June 23, 2010 at 19:36

    Not that I don’t believe the new Xbox 360’s will also be faulty at times but am I missing something in this video? It looks like his video connection is faulty?

    If it was overheating wouldn’t the game stop working?


  7. AC!D

    June 23, 2010 at 20:08

    Same old story….No one can look more than a day ahead in their lives. We dont need Blu Ray, We dont need HDMI, We dont need HDTV’s and a couple of years pass and suddenly everyone is using all that.

    It will start with 3DS and evetually spiral into our living rooms with 3D HDTV sets as soon as prices fall. 3D Television is not going to be shoved down our throats only by Sony! It will be shoved down our throats by Panasonic, LG, Toshiba and all the elctronic giants just like Blu Ray was shoved down our throats by the Blu Ray group not just Sony as some would like to believe.


  8. Steve Hofmeyr

    June 23, 2010 at 20:11

    Irrefutable evidence right there, thanks Bobby! /s

    Seriously though, there is an army of nerds out there wanting the xbox 360 to fail with Bobby leading them so I’ll hold out making assumptions about the slim until we get evidence with some substance.


  9. RSA-Ace

    June 24, 2010 at 07:18

    Exactly. I don’t see why people don’t see the trend.

    When “it”* came out no one wanted them and everyone complained about the high price and how it will fail.

    * DVD, Bluray, 3D etc…


  10. Gavin Mannion

    June 24, 2010 at 08:09

    About 3 years I posted saying whoever won the HD war would only start getting real retail traction in 2010 and so far we are halfway through the year and I have to say that Blu-Ray is still not going mainstream.

    3D may be awesome but I feel it’s going to take even longer to hit mainstream than Blu-Ray if ever…


  11. Fred

    June 24, 2010 at 08:39

    3d just does not add enough to the experience to justify the inconvenience of wearing the heavy glasses , it becomes a tiring experience on you and your wallet.
    Giving us the promise of full 1080 60fps gaming would have been more of an achievement.


  12. mitas

    June 24, 2010 at 09:00

    i agree with most of the post here…
    just to summarize …
    why 3d hd tv will fail ?
    – too expensive , considering , 1 economie , 2 every one just god dam bought hd tv’s ( would of been nice if they said , “hey look pal , today you want hd tomorrow you want 3d and then firday you want hd 3d tv , just wait a lil while for the 3d hd tv )

    – glass’s , who in gods name wants to wear glass’s while watching tv ? mmm ? no , its just not cricket

    Why 3d tv will win ?
    2 words – PORN , SPORT .


  13. Christo Le Grange

    June 24, 2010 at 10:59

    I agree with Hofmeyr. and like Gavin mentioned, that looks like a connection error.
    Mr Kotick, dont you have money to count rather than looking for xbox faults on youtube?


  14. AC!D

    June 24, 2010 at 15:18

    @Gavin: Sorry there is no reply icon on your post so i will reply way down here.

    When you say Blu Ray isnt mainstream yet i might agree but sales are definitely moving in the right direction. The Blu Ray Group is the DVD Group so when they say its time to pull the plug on DVD they will and Blu Ray will be the standard. Its not like its the DVD Group VS the Blu Ray group because they are one and the same. The thing is though why are you looking at it just from a gaming console life cycle perspective? Do you really believe that suddenly someone will invent a new disc that will replace Blu Ray for PS4, Wii2 and Xbox next? Blu Ray is here to stay Gavin i dont see why you dont get that. TDK have already produced 250GB and 500GB Blu Ray discs and i read news that someone was working on a 1TB Blu Ray disc ( Sorry i cant remember the link so you will have to take my word for it ). Read speeds will get higher and higher also as the tech progresses. Blu Ray diodes have a greater yield production which was something like only 1/3 Diodes were viable a couple of years ago and that has also significantly improved and made Blu Ray cheaper and will continue to do so as time goes by.

    In the next console cycle Nintendo and MS might get someone to develop them some other kind of medium but i doubt it because it will definitely be cheaper to pay royalties to Sony instead than to pay a third party. Blu ray will soon be in everything. We just arent ready yet for a download only future and PSP GO should be proof of this. Imagine how much cheaper the PS4 will be thanks to reduced Blu Ray costs by the time it comes out. Companies dont look at a big investment like Blu Ray and expect it to bring in profits day one. They forecast at least a decade of what Blu Ray being the standard will do to their bottom line and whether its worthy of an investment. As much as ppl like not to admit when they are wrong, Blu Ray has and will continue to be a success for many years to come. Also there never really was a HD war because it was Toshiba against the Blu Ray group which is every other electronics manufacturer in the world. MS were just stringing ppl along not because they invested heavily in HD DVD but because they wanted to hamper PS3 sales that would arise from the advantage of Blu Ray that consumers could perceive and to their credit it worked.

    So if all of what i just wrote can make sense to you. I dont know if it will or wont but then cant the same be said for any new technology? Cycles are long and we cant tell from day one that suddenly 3D will fail just because its expensive. Ill say this again so the fanboys can stop making this about Sony. Sony is not and i repeat not 3D. Every electronics manufacturer in the world is banking on 3D not just Sony. I dare you to ask Mr Greenburg to say what he said and then answer when asked why they then went into a 3D partnership with LG for 3D? For shits and giggles? Nope! because they are behind the curve and once again a trying to catch up because Sony and Nintendo have gotten first to the 3D party.

    Also i agree with Mitas! If anything is going to make 3D big its going to be porn!!! and to a lesser extent sports and Movies 3D Blu Ray movies.


  15. Bobby Kotick

    June 24, 2010 at 16:04

    Actually my elite had the same artefacts on the TV before it succumbed to an e74 error. They get progressively worse as you play your game, and eventually you hit the e74 error. Gavin, I also thought it was merely a faulty vid connection, but alas.


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