ms has two options if they want to have a chance at winning a generation (they have almost none at winning this one):
1) completely change their brand. they need to become a casual brand as well, which they are not. if they dont do it nearly perfectly then they will lose the choir which spreads their message or waste tons of money which will eventually cause ms to kill the division. they are trying this and so far it is wasting money.
2)focus only on giving good games and accept that they are niche hardcore. they won't waste money, and their choir will spread their word. their brand will eventually be associated with quality as their devs who are good ask for more freedom and make games that appeal to people outside their core market. their marketing will also figure out how to market to specifics audiences much better.
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