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 Microsoft Exec Takes a Cheeky Swipe at PS4 Reveal

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PostSubject: Microsoft Exec Takes a Cheeky Swipe at PS4 Reveal   Fri Feb 15, 2013 7:19 pm

An executive at Microsoft has said that next week's PlayStation Meeting is “important for the games industry,” but won’t have much resonance with the wider buying public.

Taking place in New York on February 20th, the PlayStation Meeting is widely expected to see the announcement of the PlayStation 4. But for Jonathan Grimes, Microsoft UK's director of marketing, it won’t be enough to reach the mainstream.

"Whatever gets announced on February 20, the majority of UK consumers won't know," said Grimes. "Our job is not to get lost in the industry chatter, but to ensure that the consumers going into stores, going online, still experience Xbox. The announcement is important for the industry, but it is also important to remember who is buying right now."

Grimes' statement suggests that Microsoft is planning something a little more... grand for the Xbox 720 announcement.

In addition, the exec also reflected on the Xbox platform’s progress. "Ten years ago, to think we would be the leader in our second generation is a achievement," he said. "We have great people that have been with us a long time, and now it's about strengthening that team.

"But what has got us to where we are today is not going to be what gets us through the next ten years. Now we've also got to start from scratch when thinking about the future. Driving creativity, whether around marketing, retail or new business models, is key for us."

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