A History of Video Game Console Launches Part Two: Microsoft

In the video games industry, launching a new console is one of the trickiest things imaginable. To be honest, there really have been no outstanding console launches to date. What does a perfect console launch mean? It means that on the first day the console is out, all of the console’s major features are up and running, there are plenty of games with both quantity and quality mattering, the hardware is in good shape with little to no bugs or defects, and there is enough supply to go around. Not only that but the launch window, the short two or three month period after the launch, also needs to be filled with quality games and updates.

If Microsoft’s Xbox did not have a successful launch in 2001, it probably would have ceased to exist today. Microsoft really prepared themselves for their first video game console. The Xbox itself was a powerful system and had tons of potential upon its debut at CES 2001. Not only was the system powerful, but the first Xbox games showed what truly made the system special. The Xbox launch lineup had quality and quantity written all over it. It simply was one of the most impressive launch lineups in video game history. Many of the games such as Dead or Alive 3, Amped, Fusion Frenzy, Jet Set Radio Future, Oddworld: Munch’s Odyssey, Tony Hawk’s Pro Skater 2X, and Project Gotham Racing were either highly anticipated from the start or were surprising new franchises coming back again and again on both Xbox and Xbox 360. They were all huge hits among gamers.

While those games are great, none of them were really killer apps. One Xbox launch title did stand out to make a name for the system. That very game is of cousrse Halo. Halo was the Xbox’s Goldeneye. It provided the best first person shooting experience on a console at that time. It broke ground and proved that FPS games belonged on consoles as well as PCs. The split screen multiplayer modes are where most gamers spent their time. Halo provided hours upon hours of multiplayer fun. It differentiated the Xbox from PlayStation 2 and Nintendo GameCube. As a fun fact, the Xbox was the first system with successful online capabilities with the introduction of Xbox Live just a year after launch.

In the Fall of 2005 , Microsoft would release its next system, the Xbox 360. It added a lot of new online capabilities and could play HD games. Microsoft knew they had to do something big to get the attention of the world. 48 hours before the Xbox 360 released, they took members of the press, Microsoft employees, VIP guests including sweepstakes winners, and more, and trapped all of them in a giant air hangar in the middle of the Mohave Dessert. This event was Xbox 360 Zero Hour. For two days straight, people got a chance to play all of the launch titles and eat some free food. There were hundreds of playable Xbox 360 kiosks so everyone got to play for quite a while. There were no places to sleep so guests either slept on the floor or didn’t sleep at all. At the end of the 48 hours, a huge Best Buy truck bought enough Xbox 360 systems for everyone attending. From my knowledge, I do not think the systems were free for most people. Everyone lined up to buy their system as well as games and controllers. Xbox 360 Zero Hour had to be the most ridiculous launch party ever. Everyone at Zero Hour got their Xbox 360, but most people around the world walked away without one. There was an insane shortage of Xbox 360 consoles. Most stores only got between 10 and 30 systems on launch day. Larger big box stores such as Best Buy got at around 40 to 100 systems per store. For at least six months following the launch, Xbox 360 systems were incredibly hard to find.

What made the Xbox launch succeed is where Xbox 360’s launch pretty much failed. There were a lot of games available for Xbox 360 at launch, over 20 of them. None of them however were killer apps. Rare’s big titles, Perfect Dark Zero and Kameo: Elements of Power showed a lot of promise but ultimately failed to deliver. The problem was that much of the time these two games were in development, they got switched from console to console. They were originally in development for Nintendo GameCube but switched to Xbox after Microsoft acquired Rare. Soon after, both projects were transitioned to Xbox 360. Both games were not terrible but they failed to meet people’s expectations. The best Xbox 360 launch title was Call of Duty 2 which brought the full PC experience to the Xbox 360. It looked and played so much better than a large majority of the other launch titles. Other stand out launch titles included Project Gotham Racing 3, Ridge Racer 6, Condemned: Criminal Origins, and the downloadable Geometry Wars. Those along with launch window titles such as Dead or Alive 4 and The Elder Scrolls IV: Oblivion helped the Xbox 360 to have a good first few months.

While there were system shortages and only a few amazing games, the biggest problem would cost Microsoft over one billion dollars to fix. Many people waited hours in line to pick up their Xbox 360, only to go home and see three red lights flashing along the system’s on button. This phenomenon was known as the Red Ring of Death and every single Xbox 360 would get it. It destroyed the system and if people did not receive it upon first turning on their systems, they got it at most two or three years later. Every Xbox 360 console was defective, simply because Microsoft rushed the system to market and did not even test for this. It was one of the biggest disasters in video game history. Microsoft thankfully fixed all defective consoles for free and got through this mess.

In 2010, Microsoft would launch a slimmer version of the Xbox 360 which did not get any red rings and would immediately be compatible with their new sensor, Kinect for Xbox 360. In a way, Kinect is a platform all on its own. Most Kinect games are not compatible with an Xbox 360 controller. Microsoft copied Nintendo’s strategy and added value right out of the box. Every Kinect sensor comes with a games known as Kinect Adventures. Kinect Adventures offered a few minigames which provided a proper introduction to how the Kinect sensor can be used. The sensor and game sold for $150, not bad at all. Games also cost $50 in order to compete aggressively.

Hardcore gamers did not find much to do with Kinect at launch. Microsoft clearly wanted a piece of Nintendo’s pie of the casual gaming market. They aimed the Kinect towards families and children. There were plenty of duds in the Kinect launch lineup with only Microsoft’s titles standing out. Kinect Sports offered plenty of sports games such as volleyball, ping pong, and bowling which can be played without a controller. Kinectimals was a nice pet simulators which offered a surprising amount of depth. For that reason alone, hardcore gamers could even get addicted. Kinect’s killer app was easily Dance Central. It was the first dance game which required people to actual perform specific dance moves by contorting their bodies. It worked well and featured a hefty amount of content. Dance Central helped sell Kinect sensors like hotcakes and had people dancing the night away.

Upcoming in a few years will be the launch of Microsoft’s next system. I’m not gonna call it Xbox 720 like the rest of the press. In fact, I’d be even surprised if Microsoft went with that name. I do believe Microsoft is preparing for a 2014 or 2015 launch. Those saying it will come out in 2013 are not right. Microsoft just launched Kinect and the Xbox 360 as it stands could easily last until 2015.