In an interview with MCV, Xbox's EMEA Vice President Chris Lewis pinpointed the Kinect as the reason for their success and have no qualms about pushing the Kinect as hard as they can:
…Xbox is defying the normal curve you might expect. There's no doubt that Kinect put a huge shot of adrenaline into the arm of the business. What we are now seeing is massive swathes of families and younger audiences flocking to it…
What you won’t see is us contriving that. What you will see is us using Kinect to enhance the experience and not detract from it. I don’t think our core gamers will tolerate anything else from us…
I think we are on a journey for growth and we are unapologetic about the fact we want to appeal to those audiences you described. The key is not to alienate any of those whilst also trying to appeal to them. And about targeting marketing and understanding our audiences, we are getting way more savvy about the partnerships that will enhance that kind of appeal…
