Microsoft Corp., Redmond, Wash., on Sept. 20 took the wraps off a new logo, created by Cinco Design, Portland, Ore., for its Xbox videogame console. However, Microsoft didn't rename the product as expected. Xbox executives speaking in San Francisco also announced that more than 150 game developers are creating titles for the system, due out next fall. Among them: Activision, Bandai Co., Capcom Co., Konami Corp., Midway Home Entertainment and Sierra Studios. Robbie Bach, senior VP of the Games Division, promised Xbox will be the "future generation of gaming'' and pledged new types of games and concepts. There were no specific game titles announced. The company has pledged $500 million in marketing for Xbox--an estimated $150 million of that is expected to support advertising via McCann-Erickson Worldwide, New York.
Copyright September 2000, Crain Communications Inc.