Marketing reasons preventing Xbox One launch date

2 min read

So, Gamescom is well underway; I was expecting solid release dates for the PS4 and Xbox One by now, but Microsoft is still just saying November – giving us 30 possible release dates. But wait, it’s not their fault, it’s marketing’s fault.

Phil Harrison spoke with CVG at Gamescom, and wanted to focus on the games. Understandable, considering all the drama that’s unfolded since Xbox One was announced. Speaking of announcements, when asked if a release date announcement was coming soon, Harrison replied:

We will make an announcement in due course. There are a certain number of marketing reasons why we still haven’t announced a launch date, but we continue to say November.

A number of marketing reasons? What, you don’t want to make posters and have to change the dates or something? Surely you can pick a date and run with it. We are only a couple months away from November, what are you waiting for?

When asked if the Xbox One was still unique enough after reversing so many underpinning policies, Harrison stated:

So we hope we are being seen as a brand that is listening to consumers, and one that gives consumers a choice. People can buy games physically on disc or digitally through our marketplace. Both can co-exist on our platform, which supports both very well.

That’s still a very important part of our strategy, but ultimately it’s the games that make Xbox One stand out, and we have the best line-up of games – we think – in the history of consoles. We clearly have strong exclusive games, and we have partnered with EA to bring FIFA to Europe in a very meaningful way.

Yup, there’s that party line again – listening to consumers. I think the Xbox One will be a cool console with some great games – considering what I’ve heard about Titanfall, that might be enough on its own to sell the console. However, the only real differentiation that is sticking in my head is that Xbox One has an awesome controller, Kinect and reversed on other policies while PS4 is cheaper because it doesn’t have a mandatory eye – otherwise, they’re both just really awesome, impressive consoles. Realistically, I will probably end up forking out money for both, but PS4 first simply because it will be here first.

Last Updated: August 23, 2013

Zoe Hawkins

Wielding my lasso of truth, I am the combination of nerd passion and grammar nazi. I delve into all things awesome and geek-tastic. I believe people should stop defining themselves and just enjoy playing games, so let's get on with it!

  • Alien Emperor Trevor

    Instead of hoping to be seen to be listening, how about listening? I despise double-speak.

    • Her Highness the Hipster

      I hope I am seen to be replying to what you write here, because it’s not about what i say, but how it’s seen πŸ˜›

      • Alien Emperor Trevor

        Go home Xbox One, you’re drunk!

      • RinceThisandbeAbsurd

        Yeah, I would expect that from a hipster! trolol!

  • Kaya

    If I was Microsoft I would be waiting too, for the PS4 release date. Then I would go back and figure out a strategy to launch before them in the same markets.

  • Hammersteyn
    • Lardus-Respect the beard

      Hahaha that so true!

    • ALKi1234


    • RinceThisandbeAbsurd

      And you win the internet today! πŸ™‚

    • RinceThisandbeAbsurd

      Dammit, I can’t stop watching!

    • Rags

      Shame πŸ™

    • Jetai

      yes, lets laugh about animals but get serious about the effect of batteries on the environment.

      • Jakster

        Poor horse was actually being chased down by the driver just for lulz. Sick!

        • Hammersteyn

          It’s a female moose. The driver was actually slowing down and pulling of to the side of the road.

          • Jakster

            Speed looks constant and vehicle runs in a straight line until it falls. Funny guy, you are.

          • RinceThisandbeAbsurd

            Speed is not constant. If goes from ‘moving’ to ‘not moving’ you must be AWESOME at CoD man!

          • Hammersteyn

            Here’s a link to the original. He slows down before it falls but hey If you love horses or what you deem to be a horse so much who am I to judge O_0
            Edit –

          • RinceThisandbeAbsurd

            I think he watched the play Equus and took it to heart, and probably a few other places too 0-O

          • Hammersteyn


    • Pieter Kruger

      Sy moose eers links, regs en weer links gekyk het!!

      • Hammersteyn


    • ElimiNathan


  • The Infamous KingKongShlong

    They are still trying to figure out how to launch it, without it being a massive failure.

  • Rollingo

    “That’s still a very important part of our strategy, but ultimately it’s
    the games that make Xbox One stand out, and we have the best line-up of
    games – we think – in the history of consoles” <<<<<< Truth!

  • Rags

    “It is November, November. Please don’t buy a PS4.”

    Launches December.

    • Marc O Polo

      *December 2014

      seriously think they were caught out by the initial ps4 announcement and have been scrambling ever since… maybe they should hire a outside pr firm to handle the xbox 180 cus they just keep making themselves look like assholes

  • Concerned

    Google search history:
    “PS4 FTW”
    “Sony job applications”
    “Sony Ponies Unite”
    “PS4 league of Journalists”
    Look familiar Zoe?

    • RinceThisandbeAbsurd

      Okay… That was an amazing contribution…

      • Epicness

        Much more useful than watching a horse being chased and then dropped on it’s head.

        • RinceThisandbeAbsurd

          Not really. That gif was making a point about a companies failure to inform others on their release date. What Concerned is doing is attacking someone with HIS/HER personal opinions which many others do not share. And that is bullshit.

          • Concerned

            Think I went too far? My apologies then! But isn’t 3 MS bashing articles in less than 24 hours pushing it a bit especially as there are so many other good things to report on?

        • Hammersteyn

          MOOSE dumbass!

          • No Trolling

            With your head that far up your ass, you should know shit loads about the moose species.

          • Hammersteyn

            You mean donkey? Get it? Ass.

        • Hammersteyn

          Great so now you changed your name from Jakster to Epicness.

          • Unavengedavo (aka. Frik)

            Jakster, Epicness, Troll Slayer… They are all The Infamous KingKongShlong
            I saw that name on all the troll posts earlier.

          • Wordup

            And RinceThisKak and HammerkakSteyn are the same person πŸ˜‰

          • Brian Murphy

            Yeah, but at least they’re intelligent. They can actually tell the difference between a horse and a moose, and a car that’s moving at a constant speed and one that’s slowing down. Also, they know the difference between a moose slipping and falling on the road, and a horse being ‘dropped on it’s head’.

    • Troll Slayer

      It’s sad when a journalist sells out to a specific brand so openly. Can’t take them serious anymore now can we?

    • Hammersteyn

      The Infamous KingKongShlong. So you have a another name as well. Good to know.

      • RinceThisandbeAbsurd

        I know, pathetic hey. Has multiple accounts so IT can look like it has followers who agree. That really is a sad place to be hey?!

        • Hammersteyn

          Stupid silly little trolls.

      • The Infamous KingKongShlong

        Huh? I dont understand what you are on about?
        I often post on here as Infamous KingkongShlong…
        Which other poster do you think was me?
        and which side of this console war do you think I am on.

        Gavin knows me well, as I actually won my ps3 through this blog 6yrs ago…
        as well as the fact I used to run a gaming mag and we correspond (or used to) fairly often,

        • Hammersteyn

          Nice try…………………………………………………

          • The Infamous KingKongShlong

            lol dude I got nothing to hide, mainly cos you are oh so very wrong.
            why do you think my posts have my stormtrooper avatar and the others dont?

          • FoxOneZA – X-Therminator

            OMW…It’s you Abe!

          • The Infamous KingKongShlong

            Lol yea, dont know how you see my name though :p
            Still dont know why people think I have multiple accounts…

            Do we know each other?

          • FoxOneZA – X-Therminator

            No not personally. You, me and Doobiwan used to shed some fanboi tears over XBox vs PS3 back in the day. Back then I was just Fox1.

          • The Infamous KingKongShlong

            Yes thats vaguely familiar. Back in the days when the shoe was on the other foot.

          • FoxOneZA – X-Therminator

            Sometimes Disqus goes wonky and leaves our accounts open for others to post under our names.

        • TiMsTeR1033

          back in your box!!

    • saneman

      Here are the facts:
      xbox one was built from the ground up to use the cloud.
      xbox one was built from the ground up to be always online when playing games.
      xbox one was built from the ground up to use the kinect.

      Facts updated:
      sorry we lied, we just wanted to use the word cloud cos its a buzz word and stuff.
      sorry we lied, we just wanted to enforce always online DRM.
      sorry we lied, we just wanted an excuse to charge you an extra $100 for some useless peripheral and we wanted to be able to allow our government to spy on you in your own living room when ever they wanted.

  • Rock789

    Zoe – I’m with you on this one.

    I’ll probably end up forking out cash for both… But am definitely getting the PS4 first. Why? Part of the reason is coz it’s here first… However, the main reason for me is that from day 1 of the next-gen announcements, Sony have just ‘got it’ when it comes to what makes me want to play more of their games and what makes me a gamer. And MS simply haven’t… The policy reversals are just symptoms of the underlying issue – MS just doesn’t seem to ‘get it’ anymore.

    And that makes me sad…

  • Purple_Dragon

    Seems like the only negative about XBone is their marketing or lack of marketing. Seems like they are just fucking up all the time over simple things.

  • Kromas

    Maybe they should ask. “What would Brian Boytano do?”

  • OVG

    “listening to consumers”
    If they were listening to us then we would have a kick ass INFINITY games console that plays games first and foremost and SOCIAL second with backwards compatible games and an OPTIONAL over the top menu interface machine called the Kinect 2.
    We all know who is in charge. $$$$$
    Kind of like what Hollywood is now. The Lone Ranger being a perfect example of modern creativity and fan feedback.

    I do not trust people who change their minds every week and place a positive spin on it. Whats to stop them from changing everything all over again once they can start DATA farming from those poor loyal early adopters.

    Hell one cannot even trust SONY yet their mandate is set in stone.
    Thank goodness my car is not plugged into the Internet or it would be nothing more than a tricycle a year from now thanks to purchasing it via virtual space.

    I WILL NEVER FORGET THAT REVEAL after 3 decades of news that always made me as excited as a little schoolgirl in a doll store.

    I now find I am more excited waiting for Isidingo to come on.

    • Hammersteyn

      He’s BACK!!!!!!!!!!!!!!!!!!!!!!!!!!!

      • OVG

        Been catching up on the MATRIX and what a surprise… I have seen more video footage of the Crazy Lazy’s in one day than the last 4 years combined.

        Nice to see LG growing at such a huge rate. Passion always prevails in the end.

        • Hammersteyn

          It does! It really was cool seeing all the faces at last.

    • TiMsTeR1033

      have a nice holiday?

      • OVG

        It was faaaaaantastic. I managed to do a few gaming marathons and got an extra 3000 AP racked up in a week. Mirrors Edge, Prince of Persia, Darksiders, Hitman, Sleeping Dogs and a bit of Borderlands.
        All great games, I do not see myself bothering with the next gen for a long long time. Still to many games to catch up on.

        • TiMsTeR1033

          still gotta get sleeping dogs, and dark siders. playing Siants row the third atm, after having wars with people saying saints row is better than gta I though screw it ill try saints row 3(played other 2) but anyway. Glad you had a nice break, And I agree with you I need to catch up on some games so many out there still.

          • OVG

            Exactly, people always say stuff, I say a shit tone of stuff, but if one can just ignore the masses and enjoy the game for what it is then I would never have picked up ICO from the bargain bin for R49 or got to experience those under the radar hits, or even games with low scores like The Saboteur.
            I swear blind that I had more fun and game time with The Saboteur than GTAIV.

            The best thing about hanging onto the last gen is that the games become very cheap so we do not have to be so fussy and read up on Metacritic before we drop R599 a pop and go with public opinion. Now we can just play.

          • TiMsTeR1033

            that is ineed very true games will become cheaper πŸ™‚

    • Hammersteyn

      The voice of reason! The fury of gamers! Bringing with him the agony of a thousand red rings of deaths upon all who oppose him.

      • OVG

        Good point, lets see if the early adopters from this gen buy into the huge early failure rates all over again with the warranty expiring 1 month before the the console bricks.
        I WATCHED IT HAPPEN, we are all suckers.

  • TheMoil

    I’m getting both, x1 preferred console. 300k dedicated servers gonna have the outright best controller. Best MP console experience.

    PS4 gotta have just to remind me how good playing on the X1 is. Oh yeah pretty good to get games for free with plus and cheap subscription to music unlimited. Not all bad.

  • Marc O Polo

    maybe the marketing department is Canadian…

  • LOL They’ll never win me over!

  • Drizzt

    Microsoft just doesn’t seem to have faith in their ability to launch Xbox One.

    I question how much is “listening to fans” vs bending to consumer demands just to make sales.
    Microsoft’s marketing campaign has been dreadful. They are just so scared to say anything because, in my opinion, their initial vision for Xbox One was not listening to fans. It was made in a boardroom, and after their announcement at E3 it has left them in murky waters. So now its a scramble to fix all those decisions and they are dressing it up as “listening to their fans” and not fear of loosing sales.

    I have no doubt Xbox One and PS4 will be awesome (we need both of them to compete otherwise there will be no drive to improve).

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