Microsoft X03 Event Fails To Surprise

Microsoft have been hosting the X03 press event in the south of France for the past two days and despite earlier promises of “big announcements” the event has yielded few surprises. One of the few new stories involve the company signing Epic Games and Scion Studios to create exclusive Xbox and PC games for Microsoft Game Studios. As the developers of the Unreal franchise and games engine these exclusive titles will no doubt include at least one game with the Unreal brand. The exclusivity will only be in effect for these specific games though and it is not thought to affect Epic Game’s licensing of the Unreal engine to other developers and publishers. The only other news from the X03 events is that of new world-wide brand positing for the Xbox, developed by the McCann-Erickson tag ideation group. The new branding will be supported by the tagline “it’s good to play together”.