Microsoft transitioning Xbox from gaming to entertainment, says exec

Microsoft is looking to establish its Xbox brand as an entertainment, rather than merely a gaming, destination as it moves to bring its video, music and games offerings under one name. Speaking to StrategyEye, Rohan Oommen, the EMEA GM for Microsoft’s online gaming service, Xbox Live, says that while the service’s roots lie in hardcore gaming, the firm is focused on broadening its appeal by adding TV shows, movies and music streaming. He claims that the fact that Xbox Live has increased its users number to 40m, a 30% rise, over the past year, suggests that the move is paying off, as the firm’s audience expands from the traditional hardcore gamer profile of teenage boys to mums, sisters and dads.