Gaming: The Motion Revolution

At the recent E3 Conference in L.A., both Microsoft and Sony spent two days previewing their respective motion-controlled systems: Kinect and Move. While Kinect seems to focus more on the user experience and software, Move concentrates primarily on the game titles. A deeper analysis proves each has its own unique market position:

Microsoft Kinect:

• Available November 4th, the Kinect hardware plugs into existing Xbox 360 consoles. Prices have not been released by Microsoft, but some experts are estimating a $150 price tag (this does not include the Xbox console, but just the elements needed for body motion control).

• Technology includes a motion-capturing camera (for body and facial recognition) and a voice recognition system. A sensor reads your body, which enables you to control the system with your motions. The camera senses and responds to your body movements.
  • Need to rewind a movie? Simply say the words “Xbox, pause.” Want to play a racing game? Players simply extend both arms as if holding onto a steering wheel.
  • Kinect tracks 48 different points on the human body (vs. Wii and Move, which just track controller movement).
• Individual games cost upwards of $60. 15 games will be available at launch.

• The technology and game titles are aimed at casual gamers. Kinect takes more of a family/friends approach, trying to generate new sales among “casual gamers.”

Sony Move:

• Available September 19th, the Move hardware can be connected to any PS3 consoles. Sony plans to sell  $100-$180 bundles, which will include the camera, controller(s) and games.
• Technology includes motion-sensing controllers (similar to Wii). The camera maps the player’s motion via the controller and executes action on screen.
  • 1:1 mapping easily transforms the controller into an assault rifle or tennis racket.
• Individual games cost roughly $40. Up to 20 games will be available at launch.
• Move is targeting the more “hardcore gamer.”

What does this mean for advertisers? Well, it’s not surprising that Kinect has received the lion’s share of the industry buzz given its revolutionary technology. One marketer has already taken notice: Chevy has partnered with Microsoft to feature the Chevy Volt in the new game “Kinect Joy Ride,” which will be the system’s first racing game. Gamers can unlock the Chevy Volt after viewing a video advertisement within Xbox Live. The experience becomes a virtual “test drive” within the comfort of players’ living rooms.

The outstanding question is: How will motion sensing change the current gaming landscape? Some say it’s gimmicky and claim one round of Halo with motion control will make people realize they do not want to run in place in front of their TVs for a marathon all-nighter. The verdict is still out on Kinect and Move (especially how they’ll compete with the old favorite – Wii), but early indications are that Kinect will outsell the competition this fall.