MTV unveiling will offer 'sneak peek' while the big guns come out at E3, says Xbox 2

April 18th, 2005, 14:03 Posted By: wraggster

Microsoft will finally announce the true name of the Xbox 2 and briefly show the system itself and a selection of games on a special half-hour MTV programme, according to the console's marketing executive.
The Seattle-based computing giant announced last week that the world's first glimpse of Xbox 2 would not be at E3, but the week before on a worldwide MTV broadcast called MTV Presents: The Next Generation Xbox Revealed.

Speaking to GameSpot.com, Microsoft's corporate vice president of worldwide marketing and publishing Peter Moore said that the decision was taken to reward the Xbox's consumer fanbase.

"We wanted to say things first to the consumer and give them a sneak peek under the tent of what's going on," he said.
The half-hour timescale of the show, complete with guest appearances from celebrities and musical sets from rock band The Killers, has encouraged critics to ask just how much Xbox 2 Microsoft is planning for the programme.

Not too much, according to Moore: "We'll talk name. We'll show the hardware as much as you can do in a television show. You'll get a little glimpse of games, but we're saving most of that for E3."

The worry is that the Xbox 2's more technical details - the stuff that has hardcore gamers salivating like dogs in the midday sun - could turn off viewers. "We won't do anything that is boring or feels like an infomercial," said Moore.

Moore denied that the move was a snub to E3 and the specialist videogames press and assured huffy journalists there would still be bones for them to pick. "On May 16 [at Microsoft's pre-E3 press conference], we'll do a real deep dive and will show the games in their full glory. And then on the E3 show floor itself we can really show you the power of the platform."

Both Sony and Nintendo are also expected to unveil next-gen consoles at E3. Moore refuted speculation that he was playing a game of one-upmanship with his competitors. "Regardless of what our competition wants to do, we had a very clear plan in mind that goes back a year now."

More revelations on brain-melting Xbox 2 viral marketing website ourcolony.net are also promised, although Moore was dramatically cagey about the details. "You'll have to keep watching that thing. I'm not quite sure about that thing."

MTV Presents: The Next Generation Xbox Revealed will air on Thursday May 12 at 9.30pm in North America and Friday May 13 at 8pm in the UK. You can get the schedule for the whole world here.

We'll bring you all the Xbox 2 news from the MTV show, Microsoft's pre-E3 conference and the showfloor at E3. Until then, we suspect there'll be a few more Xbox 2 nuggets to chew over...

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