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How 'Games for Windows' Will Change PC Gaming

Posted by Zonk on from the branding-makes-the-grass-grow-brand-brand-brand dept.

Joystiq has a short piece up talking with Windows (GFW) Marketing Director Kevin Unangst and PR Manager Michael Wolf about the future of the 'Games for Windows' initiative. With the launch of Vista, Microsoft is making a big push to turn PC games into a 'console-like' cohesive brand. Instead of relying on the good name of individual publishers to sell titles, Redmond is requiring that all titles use similar packaging and a distinctive logo. Along with the new gamer-centric features in Vista, and the tie-in to Xbox 360 with 'Live Anywhere', this is meant to reinvigorate the PC games market for the sometimes not-so-savvy consumer. From the article: "By making gaming a priority in the Vista experience, Microsoft is molding a powerful pairing of the Games for Windows and Xbox 360 brands. To some extent, this is based on a hope that Live Anywhere will be embraced by GFW developers and publishers, pulling Xbox Live (and your Gamertag) outside of the 'Box, in turn encouraging an unrivaled virtual community. But there are simpler touches that also spark our interest. For example, start up Vista's Minesweeper, connect your 360 controller, and enjoy a subtle rumble each time you slip up. It's the melding with the familiar that will drive new and lost consumers to the Games for Windows brand."

2 of 392 comments (clear)

  1. Re:Hey Sony, Nintendo, and Apple, Listen Up! by suv4x4 · · Score: 1, Flamebait

    Hey Sony, Nintendo, and Apple, Listen Up! This is your wake up call. MS intends to leverage their OS monopoly to give themselves and advantage in the gaming console market.

    Oh no! Microsoft intends to leverage their OS monopoly in the game market, by introducing consistent labeling and experience for Windows games in Vista! Shit! The world's lost!

  2. Re:Another Tactic to Discourage Multi-Platform Tit by westlake · · Score: 1, Flamebait
    This is yet another tactic from Microsoft to discourage the development of multi-platform titles by tying games to Windows even more.

    Thank you, Captain Obvious.

    Now tell me how you get retail display space for Linux games when there isn't a baseline hardware and software configuration for the home market like a PC with the Vista Premium sticker.

    Customer: "Will this thing run Oblivion?"
    Sales Clerk: "Go right ahead and crank everything you like up to the max. You are good to go."
    Customer: "That is all I wanted to know."

    It will never be that easy, but that is the general idea.