Microsoft Aims to Broaden Xbox Appeal

Microsoft hopes to discard the image of its Xbox 360 as a distinctly young, overwhelmingly male form of entertainment and push more casual experiences toward a wider, mainstream audience, the New York Times reports. Microsoft debuted more accessible entertainment fare at the annual E3 convention yesterday, including features to share photos and stream Netflix movies, as well as family-friendly games.

“We have to appeal to the mainstream more than ever now,” explains Microsoft’s director for Xbox product management. "And what really is appealing to that mainstream consumer is that social experience, in the living room or online.” But Microsoft also ensured its continued appeal to more traditional hardcore gamers, with announcements spanning several popular, sufficiently violent game franchises. (More Xbox 360 stories.)